From the Nominator

"The University of Michigan wanted to refresh its PSA approach for the 2022-23 season to have a broader appeal for a national audience and to address ongoing challenges in our current climate. The pandemic had kept many members of the U-M community and supporters away from our campus for several years. Many staff members are still working remotely or hybrid. During 2021-2022, some high-profile negative publicity was also beginning to overshadow much of the good work that goes on across our campuses every day. 

The combination of these conditions was leading several of our key audiences to feel disconnected and disappointed. We needed to find a way to reconnect our affiliated audiences with what is “great” and “special” about the University of Michigan—what made them want to be a part of our community in the first place. 

Michigan Creative set out to create a spot that reminds our audiences why they love us and what makes them proud about U-M. This approach would also be effective at leaving a positive impression on prospective students/families and general audiences as well. 

The PSA that was produced was an immediate hit, receiving high praise from leadership and community members both on campus and around the county. So much so, in fact, that its concept and approach was used to create This is Your Day, No Other! campaign, and is now updated every season with new scenes to capture the excitement of campus at that time of year."

From the Judges

The campaign stood out for its impactful approach in reconnecting with audiences and addressing challenges faced during the pandemic. The use of authentic footage, uplifting music by a U-M alum, and regular updates to showcase the campus and community's excitement were commendable. Despite being a low-budget project, the campaign effectively conveyed the university's pride and evoked positive emotions.