BAYLOR UNIVERSITY
Where Lights Shine Bright
Baylor University is a private Christian university in Waco, Texas. Following a series of scandals, the university sought to overhaul their culture and reestablish itself as a light in the world. A place where students can find their people, their path, and their purpose.
The Where Lights Shine Bright campaign brings this cultural shift to life with the goal of bringing students, alumni, parents and prospects together.
Services: TV, Digital, Experiential, OOH, Organic and Paid Social
Client: Baylor University
Agency: Johnson & Sekin
ECDs: Chris Sekin, Kent Johnson
CD/Writer: Andria Kushan
ACDs: Rosie Rosales, Brazos Elkins
Sr. Art Director: Jamie Lawrence
Editors: Hanna Mandery, Patrick Rose
Producers: Nicole Thayer, Rachael Sekin
Account: Michelle Moore
Social Strategy: Alex Pedrini
#BaylorHabiTweets
We made Baylor’s real-life bear mascots the first to ever tweet with a bear sized button. Launching during Baylor’s biggest football game of the year against The University of Texas, the bears could press the button to automatically post #BaylorHabiTweets to their X (Twitter) account. This brought the bears, and Baylor’s campus culture, to a new audience of students.
