Generalitat de Catalunya

#TrobaLaPAU

The end of the academic year was approaching and with it the university entrance exams. More than 40,000 students were one month away from preparing for the test that would mark a turning point in their future. One of life’s milestones, which they experience with feelings of uncertainty, nervousness and doubt.

With the support of the Generalitat de Catalunya Ministry of Research and Universities, we created #TrobaLaPAU (#FindthePAU). It was an innovative play on words, as in Catalan, the entrance exams are referred to as the PAU, but the word pau also means “peace”. It was a campaign that had come to solve all the students doubts and concerns; to allow them to share experiences and get advice, and maybe even quiet those butterflies in their stomach. In short, to show the way to survive the PAU with peace of mind.

#TrobaLaPAU sought to get closer to this generation, with relevant content, making them participants; with a graphic expression bang on trend and a tone that connected with them. Leaving aside the formal and institutional discourse to offer more direct, fluid communication that was in touch with their needs and spoke to them.

We created content that put the student at the centre to solve their doubts in a relaxed but efficient way. To achieve this, we turned to the profiles that had passed the previous year’s tests with the best results. This allowed us to put a face to the idea of passing the tests and add value from experience.