As I write in my post, the 'Shine' campaign could be better as a message but I am waiting to see the results. My main point was about the creative. The colors of the banners, the fonts and the pictures. GGU could use better creative to show that this is about a school and not about something different.

Let's see the results of this campaign.. Hopefully it will be successful!

This might be a reason but you may be the only one who got it (if its true). If there is such a deep meaning they should explain it on the website. Anyway.. Thanks for your comment.