For this assignment I had to create a new campaign for the Rutgers brand. For this campaign I made a photo series, video and poster campaign. I show the photo series and poster campaign here. Photo series that capture people's thoughts and behavior regarding sexuality and questions/answers surrounding this subject.
For example, one avoids the subject, the other dares not talk about it, someone who does enter into the conversation and looks you deep in the eye. Another person with a naughty thought or memory running through their head. The models have been asked questions during these photo shoots and have given their answers and give you as a viewer a deeper look into the thoughts of the models. Questions such as what is your most sensitive spot? Which touch do you like best? What is your sexual fantasy? Favorite position? What do you find attractive? What turns you on, sexually? Etc. I wanted to present this through an exhibition in the Stedelijk Museum where the work is central. The goal I wanted to achieve was to teach people, to show them what Rutgers stands for and is committed to. People learn about sexuality, which Rutgers is committed to. Showing what Sex means and what it involves. And create brand awareness.
Breaking the taboo around sex/sexuality. It is necessary to achieve this goal, because the target group of young people between the ages of 15 and 25 do not or hardly know Rutgers and have to learn what Rutgers does and learn that Rutgers is a good source of information in the field of sexuality. We also have to break the taboo surrounding sex and sexuality and start a conversation. The concept of the campaign was to break the taboo around sex and get young people to think about sex and what it involves, not just how it works but how fun sex can be and the pleasure that comes with it. This concept fits my brand and fits the current mentality, because we don't talk enough about sex and Rutgers is the brand to make sex negotiable, due to the corona, young people have had less contact with others and have barely had the opportunity to discover themselves and discover their sexuality and they have many unanswered questions. Sex education in schools falls short, so more time and attention should be devoted to sex and everything that comes with it in terms of pleasure, etc. In schools, it is mainly about the biology of sex and contraception, but not about the fun etc.
For the photo serie my models were:
Eva Cats, Bram Brand, Justin Karijoredjo, Bo Scot, Robin van den Adel and Noë van Doorn
Billboard
Digital billboard on which you as a spectator can send in questions you have about sex and sexuality and then chat anonymously on your phone with someone from Rutgers/Sense.info who will then answer your questions together with you and offer a listening ear. After this conversation you can leave data such as age, where you live and sexuality if you want. This is for anyone who cannot talk about such topics in his or her immediate environment or who dares to ask questions. Direct interaction with the target group, On billboards through the city.
