"Following the first semester back to campus in Fall 2020, Boston University needed a catchy new campaign to follow its successful "Don't Go Viral" initiative. Although the fall semester brought hope for some return to normalcy as the campus opened back up for the first time since March 2020, the spring semester brought, well, not much inspiration. After a surge of cases in the fall and no real end in sight, morale was pretty low for students, faculty, and staff alike. The novelty of this "brave new world" had worn off and, frankly, most just wanted to get through it.
And with this sentiment, the "Make it Till May" campaign was born. Simple. To the point. Relatable. Really just another way of saying "Let's just get through it." With background images of teddy bears, kittens, and oversized armchairs, this campaign was sprinkled across all of our campuses, bringing a little cheer and whimsy to an otherwise dreary January."
From the Judges
Boston University created a strong campaign that was cohesive, playful and eye-catching. The use of color is strong and vibrant, which catches the attention of the viewer. The layout is clean and simple, and the typography is nice as well. The creative team found an effective way to spread the messages of practicing good health habits by utilizing bold colors with unexpected images to create a modern and unique campaign. Each component works together nicely to create balanced and strong designs.
