Gonzaga University

The world knew Gonzaga for its passionate, Cinderella-esque appearances in the NCAA men’s basketball tournament. But there was more to its story than a small, Jesuit college in Spokane, Washington, with a strong hoops legacy and an interesting name. The university needed a way to enhance awareness and set itself apart.

A story beyond the sports page.

Gonzaga develops its students in mind, body, and spirit. But what’s truly unique about the Gonzaga experience is how all of that tends to develop over time. Everyone we spoke with — recent grads, current students, and longtime alums — said that becoming the person they were meant to be was a process that unfolded over years and decades. Their intellect, their commitment to serving others, and their sense of community continued to grow, long after they left campus.

We drew on this idea of unfolding in a compelling TV spot that stood out from other college ads during the NCAA tournament. The spot and the accompanying print, digital, and social communications drove visitors to an evolving campaign site, where the content visually “unfolded” to reveal stories that embodied the concept. Capitalizing on the chance that the Bulldogs would make it far in the NCAA tournament, the campaign gained momentum, both in placement and social engagement, in the weeks leading up to the team’s Elite Eight appearance.