“We Do” Brand Campaign

About Project

CMU's "We Do" brand campaign is unique in the higher education space. Built to breakthrough the considerable advertising "noise" our target audience is addressed with, the campaign employs humor, delivered by a relatable host, to impart a simple message - A CMU education prepares you for your career. Campaign creative directly addresses a key concern for prospective students and their supporters (job opportunities), by connecting a key differentiator for the institution (hands-on learning that builds jobs skills) to proven alumni outcomes (2nd highest job placement rates within the state).
Submitted files include:
-2 :30 second commercials (Network, cable, streaming, Twitch and YouTube)
-2 :15 second commercials (Network, cable, streaming, Twitch and YouTube)
-2 :06 second commercial (YouTube)
-3 TikTok ads
-7 billboards
-8 different display ads (GDN and Twitch)
-1 word document with Facebook in-platform preview links and screen shots.
-1 screen share video of Landing page (mobile-optimized for user behavior. Using personalization, the there are 4 different versions of the landing experience depending upon the message of the ad clicked on.)