The Brief


We were tasked with creating a new campaign for the NTU Employability Team to help students get ready for the world of work by taking them on a learning journey to overcome hurdles and become a more confident and well-rounded person.

The Solution


For less confident students, the route to a rewarding career is littered with lots of scary things. We created our own friendly student monster and a series of scarier monsters that represented all the barriers that are out there.

The first round of collateral brought into play our in-house skills of creative thinking, design, original illustration, artworking and copywriting – appearing at a student careers fair – with very positive feedback. We had 7’ cut out monsters, pull up banners, hand out postcards and other collateral produced for the fair – making for a truly monstrous campaign!

NTU Monsters Artwork
NTU Monsters Poster Mock Ups
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Creating the monsters

Choosing A Style

Establishing the visual style of the Monsters was very important from the start. We began with several explorations of art styles for the team at NTU to review.

Defining The Look

From the elected style, we then set about defining a look that conveyed the friendly, welcoming character we needed in order to deliver an inclusive campaign that would resonate with real-life students.

Choosing Our Hero

What clothes does a hero wear? What accessories do they need? All key considerations as we started to define the final look of our hero before we set them loose across the campaign.

NTU Monsters Artwork
NTU Monsters Booklet Mockup

Increasing student engagement through a ‘monster’ campaign.

The feedback from the Employability Team following the first year of the campaign was brilliant and hugely rewarding – as we discovered that engagement from students had increased by a staggering 300%!

NTU Monsters Artwork
NTU Monsters Pull-up Banner Mockup
NTU Monsters Artwork

"“It was a pleasure to work with The Dairy on our Employability Campaign. The brief was challenging and we were up against some very tight deadlines – but The Dairy really delivered and the team were reliable and fun to work with throughout every stage of the project.”"

Kayleigh Hunt

Marketing Executive

Telling authentic Brand stories

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