DeVry University: Geek2Chic

The Geek to Chic promotion for DeVry University celebrated the tech skills of self-professed geeks while offering them a chance to sex up their style and get ready for the job market. The contest and website presented the school with a freshness that went beyond the typical tech-school stigma.

This out-of-home and online campaign drove potential college students toward a website to get a fashion, tech and career makeover, not to mention win tickets to a music festival. Once the candidates were selected, the website offered episodes on each contestant with before and after transformations, plus games and more. 
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