"Get closer" at SMU

Yesterday Saint Mary's University launched a multimedia recruitment campaign whose creative centres around student ID cards. The campaign features SMU students in a number of settings, and in each instance the individual's student ID card is superimposed over his or her actual face. Copy uses different variations of the campaign's "Get Closer" theme, with lines reading "Get closer to discoveries that change the world" or "Get closer to the friends you'll keep for a lifetime." SMU will launch a Facebook-oriented contest next week in which prospective students can create their own versions of the student-card ads. Marketing Magazine | Get Closer microsite