A new Slop University advertising campaign for the Master of Priority Studies turns a GPS's silent reroute into its whole recruitment pitch, running across bus-stop panels and campus digital signage in matched daylight and evening versions.
A new recruitment campaign stages a car's GPS quietly rerouting around a wrong turn before the driver ever notices it happened
A driver who takes a wrong turn on a well-mapped road rarely finds out about it; the navigation system has already traced a way around the mistake before it registers as one. The Master of Priority Studies has built its newest recruitment campaign on exactly that non-event.
An organisation’s stated priorities and what it actually does can drift for months before a survey catches the gap. A car manages the same trick in about four hundred metres.
— Dr Runa Adegoke, Senior Lecturer and Convenor, Strategic Drift Survey
Unveiled today under the line “Come Study Before You’d Have Noticed,” the campaign sets a driver’s dashboard mid-correction, the navigation screen already tracing its way around a turn nobody flagged as a mistake, running across the University’s bus-stop panels and campus digital signage in matched daylight and evening versions.
“The road corrects itself so quietly that most drivers never learn what almost went wrong,” said Associate Professor Kwame Lindqvist, Director of the Master of Priority Studies. “The program’s opening unit spends a fortnight teaching students to ask the same question about everything else that quietly corrects itself on their behalf.”
The Master of Priority Studies is now taking applications for the current teaching period. The full advertisement is available from the University’s research repository under an open licence, doi:10.5555/slop.v4cdkq.