Home is Where the Heels Are

For UNC students, Chapel Hill is more than a campus.

It’s home.

 

That’s why a group of students and I decided to make it feel more like home. After the UNC Men’s Basketball team won the 1984 national championship, the players were welcomed back to Chapel Hill by freshly painted, enormous Tar Heel footprints on all the main roads leading into town. Over the years, the footprints have disappeared, but the legacy of this gesture hasn’t.

We embarked on a semester-long campaign to bring back the Tar Heel footprints. We built our campaign from the ground up, complete with thoughtful research, a strategic plan of action, and the creation of original content to generate engagement from the student body.

Home is Where the Heels Are reached over 16,000 Carolina students, with over 2,000 students signing our petition, and achieved over 780,000 total online impressions.

Creative vision

 

I helped guide the creative vision for the campaign and believed that we could most successfully engage with students and alumni by tapping into the feeling of nostalgia.

The campaign’s branding strove to convey the tradition, excellence, and legacy embodied by UNC Chapel Hill.

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Video content

I co-wrote the script for the campaign’s official launch, which appealed to our viewers’ emotions and their love for UNC.

 

Website

 

We created a website to house the campaign’s story, petition, on-campus activities, and links to social media accounts.

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