Ad for Art Center’s Why Work campaign
Why work?
It’s a compelling question; but one most of us are too busy working to contemplate. Beyond the practical necessities of gainful employment, however, lies a whole set of considerations that have more to do with personal fulfillment and authentic creative expression. It may seem like a luxury to factor these qualitative variables into one’s employment equation. But in today’s growing creative economy, there’s a strong argument to be made for cultivating a career that leverages those right brain talents.
Art Center has long been a training ground for those seeking to land a day job that also happens to be a creative calling. It’s a defining characteristic of both the College itself and its students, faculty and alumni. It also happens to be the driving force behind the College’s new “Why Work” campaign developed by award-winning advertising firm WONGDOODY, which hinges on one question: “Why work for a living?” Because the corollary to that question is that when you love what you do, you’ll never work a day in your life. Compelling, isn’t it?
Many students find Art Center only after experiencing frustration with careers that seemed more practical than becoming an artist or designer. Following a creative path, committing to their strengths and what they love, typically yields the best life-long results for creatives. And pursuing an in depth education, similar to what Art Center offers, typically provides the clearest path to that outcome. And it’s never too late to make a fresh start.
WONGDOODY developed the campaign—which features drone-powered advertising, provocative digital radio placements and eye-catching print and out of home components—with the goal of reaching millennials disillusioned with their office jobs and inspiring them to think about how they can make a living doing something they love.
A key campaign strategy was the use of commercial drones to create a “moving billboard” in the Financial District of Downtown Los Angeles on the morning of August 28. While the College acknowledges that the public may still be grappling with many issues surrounding independent drone flights, the pioneering use of emerging technology in unexpected ways is itself an extension of the Art Center ethos, which celebrates the makers, early adopters and creative individuals who explore and push the boundaries of art and design.
Wongdoody and Art Center employed the use of drones with the utmost integrity. The creative team partnered with DroneCast, a pioneer in implementing drones in everyday life. One of their products is a patented aerial advertising platform. DroneCast uses custom built drones with numerous built-in failsafes that go through vigorous safety testing before put to use by their trained pilots, who each have more than 100 hours of flight training. As part of their due diligence, DroneCast confirmed with the Los Angeles Police Department (LAPD) that they could fly drones within the Downtown L.A. air space, adhering to applicable Federal Aviation Administration (FAA) guidelines based on Class G air space. Guidelines included flying below 400 feet and maintaining a safe distance of greater than five miles from Los Angeles International Airport (LAX).
The “Why Work” campaign was spearheaded by Art Center alumnus and faculty member Dennis Lee (BS 2000) under the auspices of WONGDOODY, where he serves as Associate Creative Director alongside alumna Pam Fujimoto (BS 1998) who is Executive Creative Director. WONGDOODY was co-founded by Art Center alumnus Tracy Wong (BS 1984) in 1993, and today is the most awarded independent advertising agency on the West Coast.
