University of South Carolina

The notion of “We” became the University of South Carolina’s central asset to bring together, ignite, and proclaim their accomplishments while also inviting others into their community. In a world full of me, me, me, it allowed us to look past the individual and feature the community itself in a starring role.​

The campaign platform provides a backdrop of pride, collective support, and achievement. It allows us to stop apologizing and start celebrating. To get in the driver’s seat and take control of our story. This long-term platform focuses on goals such as reputation enhancement, fundraising, strategic planning, and talent recruitment but can also flex to celebrate unexpected moments such as the 2022 NCAA Women’s Basketball National Championship.​

In January of 2022, 160/90 helped launch the first phase of the platform into market with the overarching goal of boosting awareness and perception of the university, both in the state and the region. TV commercials ran during the 2022 Winter Olympics (NBC) and the 2022 Super Bowl (NBC) in South Carolina. In addition, media placements included strategic OOH across the state of South Carolina, as well as paid social, display, audio and paid search.