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It’s been an exciting week here at The Dairy, after finding out that we have been shortlisted as a nominee for the Marketing Campaign of the Year Award at the 2017 East Midlands Chamber Business Awards!


The Dairy strives to produce innovative work that keeps our clients delighted with the marketing services that we provide. We are immensely proud to have been nominated for a marketing award that recognises the high levels of creativity within our team.  


Now, let’s talk about the marketing campaign in question that has seen us shortlisted – namely, the ‘Monsters’ campaign for Nottingham Trent University. As an official supplier to the NTU Creative Family, The Dairy was tasked in February 2017 to produce a marketing campaign for the university’s employability team to encourage final year and postgraduate students to use the beneficial services that the employability team offers. The key message that the campaign needed to communicate was how the employability team could actively improve graduates’ career prospects.


Next came the idea of the monsters! As many students may fear life after university and envisage the process of applying for graduate jobs as daunting, even scary, The Dairy developed the concept of the friendly student monster. The campaign showcased that the employability team is there to guide NTU students on their route to a career which can often be littered with scary things, for example, job interviews. With a little help from all the fantastic employability services NTU offers, the student monster would bravely stand up to post-uni challenges and grow with confidence throughout its journey – to a fully rounded hero monster that has no more fears of the future.


Working to a tight deadline, the monster campaign allowed us to demonstrate our creative thinking, design, artwork, illustration and copywriting skills. We could be as creative as we liked and really show off our competence as a full-service marketing and creative agency.


Unveiling the monsters at the NTU student career fair, we were thrilled to receive a hugely positive reaction, the monsters were a hit with everyone! Next came the monster invasion as the campaign developed into producing seven-foot cut-out monsters, pull up banners, handouts, postcards, bus adverts and plasma screen advertising. The next stage of the campaign will see a pop-up display at Nottingham Trent’s July graduation ceremonies and the production of a storytelling student brochure.


The whole Dairy team has enjoyed working on this project, and to have our hard work recognised brings us a great sense of pride. The East Midlands Chamber Awards will take place on the 15th September at Colwick Hall, Nottingham. The Dairy team will be in attendance and we will definitely be sipping on the occasional glass of prosecco!

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