Client: Alpha International
Tags: Advertising, Print, Branding
The Background
- Alpha International runs an international faith based course called The Alpha Course. The course is run by a wide range of groups (churches, CUs, companies, armed forces etc.) every year
- Alpha runs a national and local advertising campaign once a year to inspire interest in the course, raise awareness of the Alpha brand and facilitate local groups and individuals in their publicity of the course
- The campaign's print based deliverables include billboards, posters, postcards, national newsprint adverts, bus backs and sides, local advertising, invitations, beer mats and business cards
- The theme of the advertising is generally based on the course's strap, "Explore the meaning of life."
The Solution
- We have won this work from competitive pitch for two years
- The 2006 campaign echoed a cinema ad which portrayed people in seemingly idyllic/fulfilling situations/vocations (on top of a mountain, playing football for a top team, being a model) yet still asking "is there more to life than this?"
- The 2007 campaign was again linked with a cinema / cable TV advert created by us. The advert was based around an animation piece (formally distributed as a web viral) of a factory that depicts a person being carted through the various stages of life only to drop off the end of the conveyor belt at the end of their life in a coffin. The final slate appears and asks, "is there more to life than this?"
- We extended both campaign concepts and artwork to a range of defined media and print items and outdoor media (including one of the largest advertising hoardings in Europe) as well as screen based media (e.g. screen savers, wallpaper etc)
- We also established a brand usage method which has been adopted in all subsequent campaigns
