To launch its Onward, Upward campaign that aims to raise $250 million, Missouri State University’s Division of Marketing and Communications produced a short video for the Missouri State Foundation that featured actor and alumnus John Goodman. The video script and production hit several marks. First, it evoked emotion from the audience to drive their interest in contributing to the campaign. Second, it summarized the pillars of the campaign—support for scholarships, faculty, programs, and capital improvements. Third, it delivered those messages in an authentic and on-brand way. With a multi-camera setup and a script that used Goodman’s experiences as a student at Missouri State to tell the story, Missouri State created an emotional and real experience that puts the audience right there in the moment with a world-famous actor.
From the Judges
The panel congratulates Missouri State for this really very well-done video. We simply loved it. The video is distinguished by its strong concept, well-written script, and effective music. Bonus points for engaging John Goodman: a perfect everyman, yet also a big star. A great way to kick off a campaign!
Onward, Upward: The Campaign for Missouri State University
