From the Nominator

We developed a unique series of TV spots to air during our fall football season. Targeting prospective students, sports enthusiasts, current students, and the wider community, our goal was to capture the attention of football viewers with an unusual visual approach. Each spot was uniquely designed to promote University of Texas at San Antonio's key areas of distinction. We started with an analysis of competitor spots, then directed our partner agency to create a standout concept completely different from anything else in the marketplace. Together we landed on a “Road Runs Through” framing device, a play on our mascot, the Roadrunner, presenting UTSA’s positioning statements through kinetic, mixed-media collage animation using animated photographs, 3D images, and textures in a monochromatic tone with a splash of university colors. As this concept deviates significantly from typical higher education spots, we conducted a focus group with current students to gather feedback on the concept, visuals, and messaging. Their enthusiastic response to the creative confirmed our direction. To manage costs, we asked our agency to develop the initial concept and first spot, then had our in-house team produce two additional spots in the same conceptual framework. The spots were extremely well-received, garnering positive feedback from focus groups and catching the attention of other internal departments. UTSA's enrollment marketing team expanded on the creative concept for prospective student campaigns, and our alumni association adopted the tagline for their annual 5K race. The campaign successfully increased brand visibility and engagement, making a lasting impact on our community.

From the Judges

Overall, very well done. Definitely a departure from many higher education ads which grabs your attention. The use of animation and collage with a do-it-yourself feel is compelling. The spots hit the messaging and help create a good sense of brand awareness.