There can be little question that we were building from solid foundations at Princepthorpe. The work that had been done on the “Princethorpe and Me” campaign had clearly been well considered and executed. Moreover, it had a certain ‘distinctiveness’ both from the local competition and from ‘Independent School marketing’ in general. We wanted whatever we produced to feel consistent with the “Princethorpe and Me” campaign, but not to simply echo it word for word.
Telling the story of individuality and personal ‘connection’ with Princethorpe is one that we were keen to demonstrate. In this instance, we look to use gentle humour, comic timing and a real sense of idiosyncratic character - alongside a simple but powerful use of language - to make our point.