Visual Education… Edun LIVE!
If you want interesting visuals, check out a college campus. Stickers, beer signs, banners, frat houses decorations, social event posters, guerilla marketing, all in a compact community. You have to check out what two Miami University of Ohio design students, Keenan Pridmore, and Todd King offered to the campus visual twist, EDUN LIVE!
Edun LIVE is a socially conscious clothing company that purchases blank organic t-shirts from factories in sub-Saharan Africa in an effort to provide sustainable employment and fair wages. “The goal of our advertising campaign was to increase awareness of Edun’s mission and brand around Miami University,” said King. “After all, EDUN LIVE ON CAMPUS is a new and growing organization, we designed a campaign that had the ability to be “plugged in” even used on other campuses as EDUN rolls out across the country.” Keenan and Todd came up with the tagline, “Help Africa Grow,” to speak both EDUN’s mission to improve quality of life and the farming of African cotton.The posters were made by hand with a combination of pen & ink drawing and a printmaking process known as Xerox transfer.
The team wanted everything to be hand made because they felt it solidified the notion of organic and natural growth. The posters were placed in several of the academic buildings on campus along with food courts and the student union. A tactic implemented during the campaign’s kickoff week was a series of clotheslines that were constructed around popular areas of campus. On these clotheslines, shirts hung with the image of a sprouting Africa progressively growing larger into the campaign mark. This graphic of an African silhouette blossoming into a larger Africa was used as the official campaign shirt that was sold at the kickoff event.
The EDUN LIVE culminated in an event held at a popular campus coffee house to launch the event. Where within a couple of hours new orders were placed shortly after setting up. Several of the posters were requested as prints and countless posters were swiped off campus walls. All in all the campaign has been a success and new campuses are already requesting use of the campaign.
