When asked to produce a new yearly Big Ten Network commercial for Rutgers, our department decided to first take a deep dive into brand so we could communicate for Rutgers from an authentic perspective. In partnership with agencies Digital Pulp and Prairie Dog, and after months of discovery work and focus grouping, we developed a new brand platform with the belief that:
Progress doesn’t travel in a straight line.
It zigs and zags. It is hard and contentious.
We create a learning experience and environment that prepares you for progress.
We progress the human condition.
From here, we create this Progress Is Earned commercial that’s grounded in an authentic Rutgers voice. This commercial is first exploration of our new brand platform.
https://www.rutgers.edu/united