The Game Changers campaign from the University of Georgia promotes a diverse range of football student athletes who exemplify academic excellence and community impact. The campaign ran during the fall football season. The target audience included UGA current and prospective students, faculty, staff, alumni, donors, families, and the Athens, Georgia, community. We wanted to improve the 2025 campaign by using insights from previous years and updating the visual concept with a cohesive theme. Strategy and design decisions were guided by performance data, and cross-team collaboration focused on improving navigation and storytelling.
From the Judges
This is a visually strong and well-executed campaign micro-site that makes smart use of the football season to highlight student achievement. The updated design, featuring consistent photography, creates a cohesive and recognizable look that brings energy to the experience.
