Baylor University asked us to help them achieve R1 status, which requires votes from university presidents and researchers across the country. We developed two campaigns. One to help Baylor achieve R1 status, and a followup campaign to help them maintain the status.
Phase 1
In this first campaign, we wanted to highlight that it’s not just curiosity driving our research, but compassion for communities around the world.
Video spots
Mailers
Digital
Social
OOH
Phase 2
R1 status isn’t a one time thing. Universities have to qualify for it year after year. For phase 2, we wanted to change perceptions by playing on the idea that you might be surprised by what Baylor’s doing.
Mailers
Magazine/Print
Researcher Photoshoot
Blog Post
Digital Display
Creative Director/Writer: Andria Kushan
Lead//Sr. Art Director: Jamie Lawrence
Sr. Writer: Brazos Elkins
Editors: Patrick Rose, Hanna Mandery
Producers: Rachael Sekin, Nicole Thayer
Photo Retoucher: Tony Rios
Agency: Johnson & Sekin