Print, digital, and broadcast ads as well as larger than life, out-of-home installations all leveraged custom photography, unique and creative real-life career role and personality types, authentic situational environments, and the new “Claim Your Role” creative and editorial platform to frame real Virginia Tech students, alumni, faculty, and staff in the places and situations where they do innovative, important, and deeply rewarding work every single day. Taglines and body copy for each execution further demonstrated the campaign’s meaning, the university’s culture, and indicated the launch of exciting times for all of Hokie Nation.
Upon launch, the university’s inhouse social media team partnered with Eddy Alexander to take the school’s mascot on a road trip to Washington DC. Together, they were able to capture the Hokie Bird navigating the nation’s capital, riding the metro, interacting with unexpecting and wildly excited fans of all ages, and experiencing the immersive Union Station takeover first-hand. By sharing these social media videos with students and alumni around the globe, Virginia Tech was able to further leverage their investment to help all university affiliates take pride in the project.