A new Slop University advertising campaign for the Master of Applied Measurement puts the University's habit of reading every report before it circulates on show across bus-stop panels and campus digital signage.
A new bus-stop and campus-screen campaign for the Master of Applied Measurement turns an internal habit into the pitch
Most universities advertise what a degree will let a graduate do later. Slop University’s newest campaign advertises something the institution already does now: open the report before anyone else gets to it.
The artwork, unveiled today for the Master of Applied Measurement, shows a kitchen-bench still life — an unopened envelope beside the household’s own measuring tools — under the line “We Open Every Report Before You Do.” It will run across the University’s bus-stop panels and campus screens, in a rendering built to hold up under both daylight and evening light.
A prospective student should know exactly what they’re enrolling in. We open every report before it’s filed away. The campaign just says that part out loud, on a bus shelter.
— Associate Professor Casimir Beng, Lead of the Adaptive Metrics Lab
The campaign, the University says, simply states in public what its report-handling procedure has always done in private. Associate Professor Beng, whose Adaptive Metrics Lab sits alongside the Master of Applied Measurement in the School of Continuous Improvement, worked with the University’s Office of Research Outputs to translate that procedure into a single image and a seven-word line, without softening either.
The layout is built once and rendered twice: a daylight version for the bus shelters, and a companion evening rendering that keeps the same artwork legible on campus screens after dark. Both carry the same call to prospective students — apply, or at least stop and read the fine print.
The full advertisement is available from the University’s research repository under an open licence, doi:10.5555/slop.16jkyc.