Nostalgia-driven motivation
Goal: Homecoming has returned after a long pandemic-forced hiatus. Encourage in-person attendance at campus events.
Roles
Creative Direction
Art + Copy Direction
Video Production
The campus has not been the same without its alumni. The sights and sounds evoke fond memories and make them want to return.
We shared a student-drawn campus map from 1927 and asked young alumni social media followers to help us update the map with the places they remember and miss on campus as they knew it.
Engaged with a student artist to draw an updated campus map with locations close to young alumni hearts with a CTA to join us at homecoming to receive a copy of their own.
Memories drive engagement
Build attachment using emotional drivers like nostalgia
Remind people why they love your brand.
Ask them to express their love through personal memories.
Utilize shared experiences to endear them to your brand.