When asked to create a campaign to encourage students to study abroad, we immediately decided to ask students why they’d want such an experience. These interviews were captured on film to edit them later on as an infomercial. Another great use of these interviews was to extract the most common answers and use them as a wordcloud in the campaign image. This allowed us to reach out to our target audience. Add to that some goodies like postcards to send back and forth, and the excitement to study abroad is triggered.