Fearless on Every Front
College Station, Texas. Home of the Aggies. A crown jewel of college football tradition and the birthplace of the 12th man. Many people are familiar with the name and heritage of this once primarily agricultural and mechanical college, but most people are surprised to learn of the academic and research heft that has been carried across campus for 140 years.
Coming off the heels of a transition to the SEC and preparing to launch a massive comprehensive campaign, Texas A&M University enlisted our help to tell their story. We quickly saw firsthand what the Aggies can accomplish when they come together and we learned that this powerhouse institution is making an impact in almost every possible field of research you can think of. It was up to us to help show the world that Texas A&M is fearless on all fronts.
We began with their ambitious fundraising campaign. From a massive card stunt that took over their remodeled Kyle field to a large donor event featuring Earth, Wind, and Fire, our launch event sparked a groundswell of support from donors, media, and current and former students. But that was only the beginning.
Next we plastered their impact across the nation with a ripped-from-the-headlines advertising campaign that would unquestionably get noticed.
We took over one of the busiest stations in D.C. reaching more than 27,000 travelers every day. And we scattered the web with targeted data-driven and contextual placements. All of which drove traffic to a unique microsite hub.
The entire campaign was propped up by an anthem video that captured the exciting spirit and collective purpose of the university through a beautiful and poetic spot. Here it is, one more time:
Nearly 100 days into the launch, the campaign has already reached millions of people across key audiences with our message and helped the university surpass 57% of their ambitious $4 billion fundraising goal now through 2020. As the partnership continues we continue to bring insight into the Aggies’ story in a way that’s never been done—and put Texas A&M’s fearlessness in the forefront.
Executive Creative Director, Principal – Steve Penning
Group Creative Director– Tracy Donofry
Associate Creative Director – Jill Spradley
Senior Designer – Robert Leef
Señor Copywriter – Sean Pezzulo
Director – Konstantinos Psimaris
Executive Producer – Tom Ammon
Producer – Eric Botel
Post Production Director – Anderson Bradshaw
Editor – Anderson Bradshaw
Group Account Director – Sonya Cooper
Account Director – Kayla Kassis
Account Supervisor – Samantha Friedman
Project Manager – Kelli Gannon
Also, every person in the agency who (at some point) helped with the ad campaign. Which is everyone, including PJ.