The Art Center College of Design is one of the world’s best design schools, and prepares students for careers in fields like transportation design, graphic design, film, and illustration. The school was looking to increase quality applicants, and needed to reach students at 4 year colleges and community colleges, or young professionals looking to make a career change.

The Art Center College of Design gives students the opportunity to spend a career doing what they truly love. And when you do what you love, it doesn’t feel like work. So we asked potential students, “Why Work for a Living?” in a campaign that presented the bleak alternative to going to Art Center, leading them to a site to find out more about the school.

The campaign exceeded benchmarks by driving over 8,000 users to the Art Center ‘Why Work' landing page over the course of 10 days and also generated over 3 million impressions.