Being a university student is financially demanding and students will do almost anything to earn extra money. We needed to tell students that Bank of New Zealand’s Campus Pack offers them a safe, easy way of having enough money while they study, without having to resort to desperate measures.

Our target was to achieve 6,500 Campus Pack applications by the end of March. By March 1, we already had 15,000 applications and that number is still growing.

“Don’t get desperate. Get a Campus Pack.” To illustrate a very bad way to earn money, we invented a fictitious company called “Body Parts Direct”.

We created posters and direct marketing packs for the company which offered students cash for selling their spare body parts. Over each poster and brochure we placed the message “Don’t get desperate. Get a Campus Pack”.To support the posters and DM, we also staged a crazy live stunt on campus with actors encouraging students to sell their body parts.