University of Cincinnati:
“Better Is Made Together”
- Strategy
- Creative
- Production
- Post
The
Problem
Lawmakers demand proof of workforce ROI, but voters tune out raw economic tables. With state leaders actively prioritizing job readiness and talent retention, UC needed to demonstrate that its co-op model directly fuels the state economy—not just university rankings. The challenge was delivering that high-stakes message in a 30-second spot that felt authentic, engaging, and impossible to ignore.
What We Did
We ditched the sterile spreadsheets and corporate stock footage. Instead, we put real UC students alongside the local business leaders who hire them. The result was a visually striking, emotionally grounded story showing that when students gain hands-on career experience, the entire Ohio economy wins.
The Payoff
A punchy :30 spot that blew right past its original local broadcast brief. UC took the campaign nationwide across digital channels and secured prime placement during nationally televised NCAA matchups. The campaign put a human face on an economic powerhouse during a record-setting year—one where UC co-op students generated nearly $100 million in direct earnings across more than 1,700 employer partners.