The What:

Develop a billboard campaign that promoted Hilbert College as the place to go to get ahead.

And How:

If you've attended a graduation ceremony, you've seen it ? students from the graduating class with masking-tape messages on the top of their caps thanking their parents, thanking their teachers, thanking God for finally being finished, etc. The most recent Hilbert billboards featured a spin-off of this idea.

The campaign showcased four successful Hilbert graduates, each holding a graduation cap with a masking-tape message specific to them on it. The new theme line, "Get ahead @ Hilbert." drove home the idea that these graduates ? a paralegal, a PR expert, an attorney, and a business owner ? got ahead because they went to Hilbert College.

In addition to the creative, we coordinated the photo shoots and bought the media for the billboards. The "masking-tape message" concept was also featured in print ads and the school's viewbook (we created both as well), giving Hilbert a consistent image and further strengthening the "Get ahead" message.