Explanation of how the campaign addresses the target audience:

 

The Outdoor, as well as all the other pieces of the advertising campaign, contains and presented a tone and a type of language more relaxed and with an appeal to fun, since we find ourselves associating the character "Super Mário" to the campaign in question (I Living Labs of EUDRES). 

Our message is aimed at a younger target audience, which makes us acquire a more creative, entertaining message tone and with a more "open" type of speech.

 

It is thus intended to demonstrate, with practically no extensive text and establishing a certain link in a visual way with the consumer, the true benefits of this project, which consists of:

• Grow, both personally and professionally, through what I Living Labs offers and provides to students.

 

It was therefore decided to make Super Mario grow as it obtains the representative symbols of I Living Labs and their respective attributes.

In order to visually demonstrate the advantage of participating in this project and addressing the target audience, Mario takes a leap towards the "magic cube" (this being the I Living Labs), in which clicking on it is provided a symbol of growth and representative of the project in question (the test tubes). Consequently, Mario grows and becomes stronger, as do the students who participate in I Living Labs.

 

We thus convey the message that students will grow through I Living Labs, through what the activity offers them - Hence the expression in the ad: "I Living Labs: Where students grow like Super Mario". All this in a way that appeals to our target audience as intended.