DIY day is UMC Utrecht’s successful open day for secondary school students. Every new edition is accompanied by a striking campaign. In the past mainly print was used and the campaign was promoted on Hyves (Playing Doctor), however, today’s target group is largely found on Facebook.
While performing ‘surgery’, you’re introduced to the various professions within UMC Utrecht and are invited to come and explore the Medical Centre during DIY Day. The campaign’s print outlets show ‘famous’ friends that have clearly been taken under the Facebook knife.
We have created a campaign that targets its audience through Facebook. To guarantee a ‘wildfire’ affect, you’re given the option to have a go at a random friend’s profile picture in a virtual OR. Using your creativity, you can remodel your friend’s face. It goes without saying that your friend is notified of your ‘craftsmanship’ and will probably do the same to you.