Never Say the F-Word Ever Again

Indonesian students are familiar with English mostly from movies and music, sometimes without knowing what some words really meant. The word mostly spoken is the easiest-to-remember F-word, while at the same time it gives the impression of someone who is uneducated but pretends so by saying something gross, as if the knowledge of slang-uage represents modernity or affirms someone of having the understanding of new trends. The print advertising that IALF Surabaya  entrusted to li9ht Brand Communications to attract university students to learn serious English at IALF took the tendency into account: Without showing a student writing on the blackboard for the punishment he got, the readers may immediately get the impression for what he got punished. No bodycopy necessary, a questioning headline tells all!

CLIENT: Indonesia Australia Language Foundation—Surabaya

BRAND: IALF

CREATIVE DIRECTOR: Anto Dwiastoro

COPYWRITER: Anto Dwiastoro