"San Francisco's oldest university wanted to run its first ad campaign in 155 years. We met with them and spread out copies of print, out-of-home and digital from various colleges and universities. Predictably, they all looked pretty much the same. We suggested they lean on their Jesuit heritage and blaze their own trail. We proposed an evocative approach designed to grab attention and communicate their ties to the city as well as their unique offering: an education that blends rigorous academics with business values and ethics. The headline-driven campaign targeted business leaders in the San Francisco Bay Area. We blanketed downtown San Francisco with our message on billboards, transit shelters, newspaper racks, bus sides and taxi tops, as well as local business print and websites. "