J. Walter Thompson creates fluff-free radio for Central Institute of Technology’s Open Arvo

After three weeks with the account, J. Walter Thompson has developed a radio campaign for Central’s Open Arvo. The campaign, which was produced at Brainestorm, promotes the institute’s fluff-free approach, by holding a slightly warped mirror up to the other education institutes in WA and taking a friendly swipe at category hyperbole.

Dav Tabeshfar at J. Walter Thompson said: “I think we’ve been pretty even-handed. We’ve had a poke at pretty much everyone in the education sector.”

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“We are a leading edge technology institute and thought the wireless was the way forward,” said Central’s Director of Marketing and Communications, Kenley Gordon.

The radio is supported by a modest print and digital campaign.