Summer Classics

ESIC Business School's corporate campaign conceived to spark conversation about their marketing programmes during the holiday season. An idea that connected with the target's life stage to demonstrate, from a familiar and culturally recognisable perspective, that marketing is everywhere and all marketing is at ESIC.

Marketing is connection. In a world saturated with messages and advertising, the true power of marketing lies in connection. It's not just about selling products or services; it's about building authentic relationships with people.

The challenge of this campaign was to launch a specialised marketing training product campaign at a time when no one wanted to think about anything other than going on holiday, breaking the routine. In the middle of July, we had to grab attention at a time saturated with messages inviting us to switch off. From this, our idea was born: Summer Classics. A campaign that doesn't talk about the products but says everything about them. It doesn't talk about the brand but conveys everything about it. A campaign that talks about people and a fully empathetic relationship with the moment they were about to experience.

We use the «summer classics» to remind us all that marketing is everywhere, and training in it can take us to the next professional level. Good marketing is much more than strategies and metrics; it's the ability to connect. In a world where human connections are more valuable than ever, marketing has the power to unite, inspire, and transform.

In the campaign, we have the collaboration of Expertia Media for the media plan, which was key in establishing the connection we were looking for.