Ad Campaign | Recruitment
Summary:
This Teach For Armenia campaign invites young specialists to join the two-year Teacher Leadership Program by appealing to a diverse range of personalities and backgrounds. Through deep audience research, five unique personas were developed—each capturing a different facet of youthful ambition: the bold and expressive Dreamers, the purpose-driven Patriots, the intellectually curious STEM minds, and the passionate Diasporan youth dubbed Khenter-Crazies, inspired by Raffi’s iconic novel.
Blending each segment’s spirit with striking visual identity, the campaign transformed these personas into charismatic mascots, brought to life through stylized storytelling, bold aesthetics, and magnetic energy. From urban sophistication to cultural nostalgia, the campaign bridges identity and aspiration—sparking curiosity and inviting the next generation to become leaders in education and changemakers in Armenia’s rural communities.
Project Details
Client/Agency: Teach For Armenia
Location: Yerevan, Armenia
Market: Armenia, USA, EU
Project Type: Creative Ad. Campaign
Project Category: Recruitment Campaign
Design Deliverables: Concept, Art Direction, Creative Campaign, Digital and Print material designs
Credits: Concept co-created with Tatev Ghazaryan
Arnos Martirosyan |photography|
Armen Galyan |styling|
Disclaimer:
The designs displayed here are for portfolio purposes only.
All trademarks and logos belong to their respective owners.
The designs displayed here are for portfolio purposes only.
All trademarks and logos belong to their respective owners.
