ENU – Must Be Napier

Director: Kacike
Production: Dog Eat Dog
Design: Flo Levene & Kieran Rafferty

Napier had a problem – they were seen as the ‘second’ university in Edinburgh; but in truth they were achieving incredible things, they just didn’t know how to shout about it.

The world of education advertising is a well-trodden path, so this was was a real chance to do something fresh and stand-out. We landed on ‘Must Be Napier’, a platform thought that essentially implies that whenever you see something good happening in Scotland and beyond, Napier must be behind it.

We created a design system centred around the triangle in their logo, giving it new meaning as a spotlight. This ‘Napier spotlight’ (as we now call it) is then used to literally thrust the achievements of students, alumni and staff into… well, the spotlight. But we didn’t just want this to be a campaign of talking heads, so we combined rockstar portraits with AI imagery, typography and a bold mixed media approach to film.

So just remember, whenever you see something amazing, whether it’s in Edinburgh, Scotland, or further afield, just say to yourself – it Must Be Napier.

(And if you fancy hearing me bang on about this campaign even more, you can watch the behind the scenes video here)