Oklahoma State University recently sunset its multi-year "Orange is the Answer" campaign and made a creative pivot to "The Code Calls." "The Code Calls" is a comprehensive branding and fundraising system-wide campaign that includes all the branch campuses. The brand portion of the campaign focuses on the Cowboy Code, a guiding set of principles of the Cowboy family. At the heart of the launch was a 30-second broadcast commercial designed to introduce the new brand to the widest possible audience, including current and prospective students, alumni, donors, faculty, staff, and the general public. The commercial ran during high-interest events, on TV, and online. From Nov. 1, 2025, through January 16, 2026, the broadcast commercial generated 3.6 million impressions, with an additional 2.2 million impressions from connected TV placements, totaling 5.8 million impressions in just the first two-and-a-half months of the campaign.
From the Judges
Judges enjoyed the simple, straightforward approach to messaging and reliance on imagery to convey key aspects of the university. The videography was great, especially in the beginning as the camera was following the students. Great call to action at the end.
