The University of San Francisco is a great academic institution that also teaches values and ethics as part of the core curriculum. We counseled USF that while they may never be considered the same academic level as Harvard or Stanford, they could be the Harvard or Stanford with a heart. We developed an evocative digital and out-of-home campaign based on this strategy and saw immediate results. Alumni and student social channels lit up, the University’s steering committee reported an almost overwhelming positive response from business colleagues, friends and professors as well as a 12% increase in unaided awareness the first year.


005-heaven 002 Evil 001-greatness 011 Wicked 003-moral compass 004 Do Gooder 012 Rats 007 Values 006-bus shleter 013 Billboard 010-cablecar