Graphic Design | Mobile Campaign Concept
The "What Is Integral Education?” mystery ad campaign by California Institute of Integral Studies ran during summer and fall 2012 throughout the MUNI transit system in San Francisco and BART stations across the Bay Area. During Phase 1 of the campaign, the ads posed the question, "What Is Integral Education?" but did not include a logo or any identifying information. Users who keyed in a URL or scanned a QR code on the ads landed on a page asking them to answer the question, "What Is Integral Education?"
The second phase of the ad campaign revealed the mystery and identified California Institute of Integral Studies as the subject. The ads answer the question posed in Phase 1 by stating, 'Integral Education Is..." and profiling several CIIS students.
Photography by Tim Ryan.