Smarten up

Algoma University doesn't force you to conform like Colossal U does.


advertiser: Algoma University
agency: McDonnell Haynes
client contact: Deborah Loosemore
AD: Amy Patterson
CW: Diana Aldea
account supervisor: Alison Stewart
photographer: McRann & Malone Photographic
production company: Trailer Park Films
web developer: Hypenotic

These ads are part of a clever campaign by McDonnell Haynes to create buzz for Algoma University by promoting ‘Colossal University,’ where students are assimilated into the collective, and promptly lost in the crowd. In the ‘if you’re not Yale, bash ‘em’ vein, the effort plays up the university-bound’s fear of becoming faceless drones, tapping everything from social media to installation art to convey the message.