SAIT Polytechnic: Aging billboards
Recent ad campaigns for institutes of higher learning seem bent on reaching youth by being more hip. A new campaign for SAIT Polytechnic, however, is more hip-replacement than hip. The Calgary technical institute is paying tribute to seniors in outdoor ads created by its agency of record, WAX Partnership. As the tri-panel billboards spin, we see a student's face in three stages of aging. The aging theme carries over to online banners, where the student's face ages with a click of the mouse. The trick is accomplished through a Facebook app - created by SAIT - called " The Seniorizer," which allows us to upload a photo and then watch ourselves grow old, complete with hair loss for men and crow's feet for women. The tagline for the campaign is clever: "Get a career you'll never want to leave." Now if the school can come up with a way to get rid of our laugh lines, sign us up!
Dianne Nice