Temple University: Temple Made

David Burden, Jacki Bigas and Mike Bray

Campaign details

Brand owner: Temple University
Agency: Allen & Gerritsen (primary); Blue TV, Klip Collective (production partners)
Brand: Temple University
Country: The United States

Executive summary

By spring 2012, higher-education marketing had become cacophonous in the Philadelphia region. Temple University, outspent and outshouted, needed to meet admissions goals and couldn't compete. Most college advertising essentially promoted the typical, utopian experience. Temple, an inner-city institution, looked quite different. Provided research told us this was a bad thing.

But there was a latent, yet potent, sense of pride among students, faculty and alumni tied directly to their Temple experience. Temple University provides deserving students from all socioeconomic backgrounds the opportunities and resources to excel in a real-world environment. When they succeed (and they do), they are proud – of themselves, and of Temple University. They were just unsure of how to express this pride in a world that puts so much value on tradition and prestige.