Some people think scholarships are only for valedictorians and varsity athletes. So to prove that there’s a scholarship for everyone, we placed billboards all over the country highlighting some of the weirdest, head-turningest, most unexpected opportunities.
This campaign was part of a larger drive to reposition Sallie Mae from a student financial service to a student support system. So instead of using our media dollars to promote our own services, we promoted opportunities that we had no connection to, other than our commitment to helping students find them.
UNEXPECTED SCHOLARSHIPS
OOH
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OOH // social // 👩🎓
Location: spud land, South Dakota
Location: super tall billboard, Dallas TX
Location: up high, NYC
Location: traffic hell, Boston MA
We even used projection-mapping to put certain scholarships in their perfect context, like showing this “zombie survivor” scholarship in Salem, MA on Halloween night.
Location: Spooky central, Salem MA
Social
CDs: John Mathieu, Cristin Barth
Senior Designer: Matt Langen