stanford graduate school of business

ad: Jennifer Hufton | Designer: nicole raccuia | Copywriter: Blair Nodelman

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 1: dare to ask

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 2: Powerless

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 3: flip the switch

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.