Our task for Indiana University of Pennsylvania was to create a campaign that didn’t feel like just one more formulaic college campaign. The result? A very distinct, ownable campaign that not only stands out from the sea of state college sameness but also evokes pride in alumni and serves as a rallying cry for the internal audience. Built around one of the university’s most beloved assets, The Oak Grove at IUP, we launched our “Get in the Grove” campaign with three TV spots/online videos.