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Born and Raised and Ursinus College – a private liberal arts college based in Collegeville, PA – announced their new multi-channel advertising campaign to raise awareness of the college’s integrated curriculum designed to open students’ minds for lifelong education and prosperity. Located 25 miles from Philadelphia, Ursinus challenges students to explore who they are and who they want to become before choosing one of the college’s 60 majors and minors that are designed to develop the intellect and character needed for an ever-evolving world. The campaign reinforces this message through inspirational and unconventional positioning.
Through a series of multimedia executions, the creative visuals defy industry expectations with an open-minded concept to shape the next generation of change-makers.
“While scenic campus landscapes and athletic prowess typically take center stage in higher education advertisements, we took a different approach by putting academic exploration at the forefront of Ursinus’ campaign narrative,” said Zachary Haines, Senior Art Director at Born and Raised. “Our creative strategy is bold, and infuses a modern, open-minded perspective into a traditional liberal arts scene.”
“Students often feel the pressure from their parents and mentors, and even from prospective colleges, to know exactly what they want to do for the rest of their life; at Ursinus College, we understand that’s not always a realistic expectation,” said Brianne Farris, Director of Marketing at Ursinus College. “We wanted a campaign that makes students – and the influential figures in their lives – feel heard and empowered to really find themselves.”
The multi-channel campaign has launched across CTV, YouTube, social, streaming audio and digital.