Smiles campaign leads to award

08 March 2005

The through-the-line 'Smiles campaign' produced for Wolverhampton Grammar School (WGS) by Midlands marketing group HRO'C, has culminated in an award recognising outstanding creativity at the school.

The campaign, spanned regional advertising and prospectus literature and sported a selection of 'smiles' images, depicting the unique environment created for the pupils at WGS.

HRO'C has long been an active supporter of up-and-coming creative talent in the Midlands, and as Greville Kartz, MD of HRO'C Design explained, the agency saw an opportunity to spotlight the standard of creativity at the school by sponsoring an award:

"For the last six months HRO'C have been working with WGS on its marketing and communications strategy and as part of our overall commitment to supporting creativity in the Midlands, raised the idea of sponsoring an award to recognise outstanding creativity in an arts subject. The recipient of the inaugural HRO'C Creative Award was first given recognition when his work was chosen by the examination board OCR to be displayed at the OCR National Exhibition held at the Waterhall in the Birmingham Museum and Art Gallery during the autumn of last year."

Greville continues: "As a company we are always keen to promote and nurture new talent and we felt this award gave us an excellent opportunity to reward a very talented individual whilst hopefully encouraging others to follow in his footsteps."

Greville and colleague Rowena Mayor presented 16-year Oliver Zarandi with the 'anything but ordinary award' - an engraved iPod at the schools' award ceremony earlier this month. Rowena adds: "Instead of the stereotypical shots of kids in classrooms, the campaign images focus on a selection of smiles with captions emphasising the atmosphere and traditional feel of the school. The through the line campaign has successfully promoted the schools open day recruitment drive."

WGS Development Manager Kris Griffin, adds: "We have been extremely impressed with the work produced by HRO'C, the campaign was exactly what we were looking for and has already achieved results. The creative award has emphasised their commitment to the school and has added to an already successful working relationship."