From the judges: We felt this piece was effective as a piece directed to engage Gen Z, and served as a great vehicle to showcase the pedigree of its alumni. In addition, this spot was a standout due to its sheer ambition, and definitely offered a much different vibe than one typically sees in a higher ed campaign.
From Now On
Category
Video > PSAs and Commercial Spots
Description
Award: Bronze
Institution: Miami University
Title of Entry: From Now On
About this Entry: Miami University’s “From Now On” campaign focuses on enhancing and magnifying Miami’s reputation as an academically excellent, liberal arts focused university. Using story-driven content, it delivers messages to audiences where and when they’re most likely to receive them. Content focuses on stories that emphasize the university’s key initiatives. Distribution media include 30-second and 60-second television spots, a four-minute music video, a downloadable song, a web microsite, and social media posts. Also, t-shirts were printed and distributed to the university community to celebrate the launch. The campaign showed a judicious use of resources as all creative was executed internally by Miami’s staff. The campaign delivered nearly 5 million impressions.