Temple University: Temple Made
David Burden, Jacki Bigas and Mike Bray
Campaign details
Brand owner: Temple UniversityAgency: Allen & Gerritsen (primary); Blue TV, Klip Collective (production partners)Brand: Temple UniversityCountry: 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...