Meredith Simpson and Paul Yole
The Box© is a story about how in order to solve a complicated problem of market share decline we had to dig deeper than the seemingly straightforward brief that was presented to us.
Curtin University needed to find a way to recruit more high school graduates so they briefed The Brand Agency to create a mass media campaign.
This seemed odd to us. Why use mass media to reach a cohort of only 15,000? So, we set out to uncover what the core problem was and what our audience really needed....