School Admission Campaign of the Consellería de Educació de la Generalitat Valenciana

For the 2024-2025 school enrollment of the Consellería de Educació of the Generalitat Valenciana, we were asked to create an effective campaign that would inform the public about the dates and various enrollment processes for the different levels of education in the Comunitat Valenciana: Preschool, Primary, Secondary, Baccalaureate, and Vocational Training.

A campaign of this scope, which has such a broad reach due to the number of platforms on which it will be shown, must be conceived very well from the beginning. It was going to be present for several weeks on TV spots, radio ads, outdoor furniture, animated billboards, web banners, buses throughout the Comunitat, social media, etc. Therefore, we created a storyboard and a plan for the various platforms, both online and offline.

Once we studied the needs and the platforms where the campaign would be disseminated, we started by creating a series of slogans that best conveyed the campaign’s concepts. Simultaneously, we created a series of illustrations that connected with our broad audience: both parents and enrolling students. With these illustrations, we wanted to represent the different ages of the students, from the youngest to the oldest, being inclusive and allowing us to make a series of animations that would be the core of the digital campaign.

For the voice-overs, we conducted an exhaustive casting of voices in both Valencian and Spanish, which, in addition to the radio ads, would be the voice-over for the TV spots.

For the TV spots, we also created the sound architecture that supported the actions seen in the animation.

All these styles, claims, illustrations, animations, etc., were later transferred to the website to which the campaign directed traffic. We designed the interface and significantly improved the user experience during the enrollment process, which, after all, was the campaign’s ultimate goal.