UNIVERSITY OF ST. THOMAS — DIGITAL CAMPAIGNS
Big ambitions deserved a giant idea. For the University of St. Thomas Opus College of Business, we wanted to break away from the predictable world of graduate business-school advertising. So instead of simply talking about big thinking, we made it big. Literally.

Oversized people towered over the city, bringing the campaign idea to life through headlines like:

Supersize your thinking.
There’s big thinking. And there’s ginormous thinking.
Small thinking isn’t in our DNA.
Big thinking. Giant impact.
Make big things happen.
Loom large.

But the idea became much bigger than an ad campaign.

We built an entire website around Giants, featuring real giants of business and bringing their stories, thinking and accomplishments into the campaign. It transformed the concept from a clever visual device into a larger conversation about ambition, leadership and what it means to make an impact in business.

And we made sure the idea was just as big in the real world.

Billboards. Train wraps. Social media. Digital advertising. And a dedicated Giants website.

Every execution reinforced the same simple thought: Opus wasn't interested in developing people who thought small.