Hatch University

An advertising outsider picking up a Hatch University brochure might mistake the fictitious school for a legitimate addition to Boston’s collegiate community.

The brochure, from Maynard, Mass.-based Harpell, is this year’s call for entries to the 41st annual Francis W. Hatch Awards, which celebrate creativity in New England.

“When you apply to college there’s a sense of trepidation … [in college] there’s nervousness and drinking. The two cultures mirror each other,” said Vaughn Misail, creative director at Harpell, on how the shop came up with the idea.

The College of Communication at Boston University provided the setting for the collateral material. The school’s professors and students and various local agency executives appear in the booklet.