This 90-second video serves as Penn State’s elevator pitch—a high-energy overview of who we are and what makes us special. It is designed to convey our size and breadth, our excellence, our impact, and our remarkable community. It is our hope that after viewing this piece, those outside our fold will be inspired to know more and those who know us well will feel the swell of Penn State pride.
Every several years, Strategic Communications, in collaboration with our creative partner, develops a brand spot for use during our allotted, pro-bono airtime on the Big Ten Network. In 2020, a raw and authentic aesthetic seemed appropriate as the vehicle to underscore our support and community presence throughout the Commonwealth.
"We Are Here" | 2020
For 2018's brand spot, we turned the lens around and followed the journey of a Penn Stater as she imagined, collaborated, and invented her way to a better world.
"Mac Guffin" | 2018
In 2016/17, we demonstrated how as Penn Staters, we are part of something bigger than ourselves—we are building a better world, together.
"The World That You Can Build" | 2016/2017
Brand Impact Campaign
Our brand impact campaign spotlights Penn State community members making a difference on issues that are important to Pennsylvania and beyond. The creative includes a variety of formats, including short-form video, custom animations, print, and radio, all designed to break through clutter and engage audiences across paid, owned, and earned channels. After the first round of the campaign, we saw increased support for Penn State and our role as an engine for quality of life among Commonwealth voters and alumni.
2017 / 2018 CREATIVE
World Campus Enrollment Spot
Penn State World Campus worked with Strategic Communications and Decoded Advertising to create a brand-forward enrollment video to be used in television and digital advertising. The creative was shaped by audience research and testing and grounded in Penn's State brand framework.