Nostalgia-driven motivation
Goal: Encourage alumni to attend in-person Homecoming events by leveraging nostalgic memories and shared experiences.
Roles
Creative Direction
Art + Copy Direction
Video Production
The campus wasn’t the same without its alumni. The campaign video taps into the sights, sounds, and emotions that spark memories—and inspire a return to where it all began.
Initiated a social media campaign featuring a 1927 student-drawn campus map, inviting young alumni to contribute their own memorable locations.
Collaborated with a student artist to create an updated map reflecting these cherished spots, distributed as a keepsake during Homecoming. The updated map became a sought-after memorabilia item for attendees.
Memories drive engagement
Build attachment using emotional drivers like nostalgia
Evoke positive memories to strengthen brand affinity.
Encourage the sharing of personal experiences to foster a sense of community.
Use collective nostalgia to drive engagement and attendance.