Campaigns
These are the symphonies of different mediums playing in concert, broadcasting one message, one idea for the purpose of engagement, solicitation, sales, or awareness. Campaigns are that rare combination of types of messaging tailored to the mediums employed by creatives. And while these mediums play different tunes they must come together in a single melody.
GREATER HEIGHTS: The Campaign for Boston College Athletics
In 2018, Boston College Athletics announced its first strategic plan in its history. A comprehensive, five-year set of goals and aspirations that sought to advance the athletic program. The strategic plan was to be supported by a $150 million capital campaign: the first in program history and the largest athletics campaign of any ACC institution. The brief undertaken was to devise a singular look across multiple platforms.
Portraits and Action Photography
Calling in portfolios from several of Boston’s top photographers, a decision was made to use Michael Piazza whose clean and technically proficient work fit perfectly with the over-arching aesthetic of action and portraiture.
The Student Athletes
Dante Baldelli
Spencer Kuldell
Logan Hutsko
Khalfani Green
Gianna Boccagno
Anthony Brown
Kenzie Kent
Laura Boden
Madeline Davis
Jessica Creedon
Paige Duca
The Hero Images
The composites below would be the attention grabbers for the entire campaign. They needed to show movement without blur and dynamism without interfering with the clean aesthetic.
The Print Collection and Appeal Collateral
Video Component
The campaign required three videos highlighting the three pillars of the campaign. Below is the one for capital improvements. These videos were shot and produced by Case Creative and Sean Casey, a 2012 BC graduate.
Campaign Website
OPPORTUNITY KNOCKS: Financial Aid Appeal
This smaller campaign utilized the idea of opening doors to students through financial aid. This also came about through seeing the many beautiful doorways dotted around BC’s campus, turning the photographs into line drawings as seen below. The print collateral was designed as a three-panel piece so that the front panel was split. In order to read inside, the recipient would need to open the flaps much like opening a door.
Video Component
The personalized stories told by the featured students really hit home the importance of what financial aid can do for the many bright and talented people who normally could not gain acceptance to an institution such as Boston College. For these videos to work they needed testimony to show how lives are truly impacted and what it means not just to the students but for their families.
Great Won’t Wait
This campaign was the major marketing piece of the 2023-24 academic year. Open house collateral, fundraising appeals both in print and on social announced to prospective families and students that the future was as much in their hands as it was in the school’s. It was a brave idea that turned the tables on the idea of “what can you do for me” to “what can you do for yourself?” The campaign yielded the largest applicant pool generated in the school’s recent history.
Social Tiles
Social posts were key to this Open House outreach.
Appeals
The print appeal reached a high watermark for CM’s fall appeals.
