The brief, in brief: 

Capsicum is a culinary school. For them to enrol new first year students they are required to market to matriculants (Grade 12's). We decided to send the home economic classes in schools a promotional pack with "posters and brochureware". BUT we gave the posters a bit of a twist by getting the matriculants to bake there own posters! A laser cut rolling pin was part of the pack with the campaign message, "Bake your own" on it. By following the instructions on this pack the students where able to bake their own unique posters. The campaign was a hit!

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My roll: 

Creative director / art direction / design.