Stanford Graduate School of Business

The Context

The Stanford Graduate School of Business were interested in creating a paid social campaign to promote an upcoming webinar series with Dr. Brian Lowery focused on people during the information era - interviewing key subject matter experts on a range of topics from climate change to data protection.

Concept One

This concept asks the questions others shy away from and are ignored in lieu of new soundbites and headlines, as well as a promise to interrogate possible answers. With eye-catching and thought-provoking copy, we want audiences to lean into the issues at hand and dare to ask themselves – and their community – the same questions.

Concept Two

Though we are inundated with information 24/7, we can often feel lost with no recourse to enact change or make a difference. This concept aims to endow audiences with proper knowledge to contribute to the debates at hand with insights, perspective, and tangible confidence – turning powerlessness into power itself.

Concept Three

Playing on the metaphor of light and dark as well as a “light bulb moments”, this concept uses wordplay to encourage audiences to shine a light on otherwise murky topics and illuminate their own perspectives on nuanced issues.

Illustration with text 'Has the Internet Changed Society?' and 'Our world of inaction and information overload.' Includes silhouettes of people and digital elements, linked to Stanford Graduate School of Business.
Illustration with diverse people walking across a split background with text "POWERLESS," where "LESS" is crossed out. The left side is yellow, the right is blue with digital elements and cityscape. Tagline reads "More questions, renewed hope." It features the Stanford Graduate School of Business logo.
Illustration of diverse people walking, with the text "Flip the Switch" and "Shine a light on vital questions with Professor Brian Lowrey." Features a slider light switch and Stanford Business branding, half in grayscale, half in blue digital theme.

Final Concept

Paid Social

Illustration of a woman holding a phone and wearing earphones, accompanied by text about a Stanford Graduate School of Business speaker series on Big Data. The text reads: 'What Are the Perils of Big Data? Privacy, personalization, and identity.' Stanford Business logo and URL for courses included.
Advertisement for Stanford Graduate School of Business featuring a person using a smartphone, with text discussing climate change and the future of our planet.
Advertisement for Stanford Graduate School of Business featuring an event on data footprint by Dr. Brian Lowery. It shows a stylized person in an orange shirt alongside text about online and offline identity impacts.
Stanford Graduate School of Business advertisement for a speaker series titled "How Has the Internet Changed Society?" featuring a digital illustration of people interacting with technology. Includes text "Dare to Ask." and "Sign Up" button.
Advertisement for Stanford Graduate School of Business featuring a speaker series titled 'Is Capitalism Helping or Hurting Us?' and inviting users to join the conversation with top economic leaders. Includes stylized illustrations of people and technological elements.

AD: Jennifer Hufton

Designer: Nicole Raccuia

Copywriter: Blair Nodelman