A new Slop University advertising campaign for the Master of Applied Measurement follows Dr Torun Ezeigwe from an office sign-in kiosk's four-type visitor taxonomy back to her research on how a classification outlives the thing it was built to describe.
A bus-stop and campus-screen campaign for the Master of Applied Measurement follows Dr Torun Ezeigwe from a sign-in kiosk's four-type visitor taxonomy back to her research on classification.
A visitor arriving at an open-plan office lobby is sorted before anyone at the desk looks up: delivery, meeting, interview, or unregistered, whichever the sign-in tablet’s four buttons allow. Slop University’s newest campaign for the Master of Applied Measurement, launched today on bus-stop and campus-screen panels, puts that narrow choice in front of commuters and puts Dr Torun Ezeigwe, the program’s director, in front of it.
The campaign is the School of Continuous Improvement’s latest attempt to put its research where the public already stands in line, trading a lecture theatre for a queue behind a stanchion rope.
The creative direction draws on Dr Ezeigwe’s research programme, which follows a classification instrument from its first validation study into the everyday setting that ends up living by it, tracking how the categories on offer come to stand in for the situation they were meant to record.
The interesting thing about a four-button screen is never which button gets pressed. It’s who decided there should be four.
— Dr Torun Ezeigwe, Senior Lecturer and Director, Master of Applied Measurement, School of Continuous Improvement
The campaign is live on the University’s bus-stop and campus-screen signage rotation, and Dr Ezeigwe’s underlying research is available from the University’s research repository under an open licence, doi:10.5555/slop.4kaxvc.