For the new 2022-2023 recruitment campaign for Minkema College, NO TOMATO created a logical evolution from the ‘backpack’ campaign that was made the previous year. Where we first displayed students with their school backpack portrayed as a travel backpack for a ‘discovery journey’, we now see them taking their first steps in 2022-2023.
After all, with the baggage carefully packed and a chosen destination, the adventure only just begins. The student’s journey of discovery is visualized by using “stepping stones”. We mapped out routes to 4 different “islands”; Nature & Technology, Economy, Creative and Society.
Different students (with different backpacks) travel these routes together and help each other “hop islands” and discover what’s there. To then eventually find the “island” where they would want to stay. In short: a concept really has a lot of “mileage”, exactly how NO TOMATO wants to see it.