Learn to Lead

Learn to Lead is a billboard advertising campaign aimed at exhibiting how the ALU brand evolved from an aspirational to a tangible brand.

It’s a story about a university that showcases its students, and how their experience empowers them to pursue diverse interests. Real stories from real students were condensed into one to two phrases that were matched up with the tagline “I learn to Lead.” The creative direction explores an alternative way of telling stories through word and image; as well as through portraiture.

The billboards were hosted by JC Decaux Africa and advertised in 6 African countries; namely Mauritius, Zimbabwe, Mozambique, Tanzania, Swaziland and Angola.

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