Blackboards. Chalk-like typefaces. Cute kids in freshly pressed uniforms sweetly smiling at the camera in a world filled with primary colours, over-sized pencils and abacuses. That’s right, it’s Back to School time in Adland.
When we received the Back to School brief from Life Style Sports a few months ago, we all agreed that Back to School is not this idyllic time of Stepford children queuing quietly to alight the school bus with nothing but warm welcomes for their teacher as they enter the classroom.
Kids are uninhibited and love to have fun. We witnessed this first hand at the shoot, where we had to (barely) encourage 20 of them to run wild. In their eyes, school is a necessary evil and eats into precious playtime. We wanted to create a campaign that not only stood out from the clichéd blackboard executions, but which captured the lively and sometimes mischievous spirit of children. In Life Style Sports’ world, kids rule the school.