Adjacent Posters Work Together Well in This #JCISelfieCheck

Gail Chiasson, North American Editor

Thousands of Canada Line commuters passing through Vancouver’s City Center and Waterfront stations will be invited to take a ‘Selfie Check’ on the platforms for the next month, thanks to a new interactive outdoor advertising campaign from Lamar Advertising Company and John Casablancas Institute.

Lamar Vancouver

The private fashion and beauty educational institution is using out-of-home and selfie-driven social media posts to connect with prospective students at a time when more than one million selfies are taken around the world each day.

The out-of-home campaign invites budding fashionistas and stylists to snap a selfie in the provided mirror and share the photo on social media using the hashtag #JCISelfieCheck. Two adjacent posters, designed by Spring Advertising, work together for the campaign. The poster on the left features a call-to-action inviting the consumer to ‘Selfie Yourself Into A Stunning Career’; the poster on the right, styled as a backstage greenroom makeup mirror, acts as the ‘Selfie Check’ using a vinyl and polystyrene background with an acrylic mirror layered onto it. Selfies posted on social media with the designated hashtag #JCISelfieCheck are then submitted to JCI staff, serving as an application to the institution.

“The campaign is aimed at new student recruitment,” says Rob Schlyecher, creative director and partner at Spring Advertising, the design agency behind the campaign. “A strong fashion sense is something that our target audience shares aggressively through social media. The ‘Selfie Check’ campaign creates a tool that connects this consumer to the JCI brand by confronting them with a tantalizing social media tool – one that creates both a tactile and online experience.”

“This innovative campaign reaches JCI’s audience in a creative, engaging way and showcases how well out-of-home works in tandem with social media,” says Dan Maure, Lamar sales manager. He says, “JCI embraced this interactive concept and partnered with Lamar to make it happen.”

The posters connect JCI with potential students for the six-week campaign on the platforms of Vancouver’s City Center and Waterfront stations in downtown Vancouver, BC.


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