BGSU wanted to recruit students with higher ACT and SAT scores. The university president wanted to define the learning experience in terms of critical thinking, diversity, engagement and contextual learning. But the execution needed to be fresh, exciting and not staid or “academic” in the traditional sense. Word play and a layered mix of minimalist animation, archetypal imagery, B&W footage with spot color–rocked enrollment numbers and brought home a lot of metal.
© Pencheff Creative 2017