When the University of Oregon’s Marcus Mariota won the Heisman Trophy, rivals Oregon State University wanted to say congrats. After all, OSU had been there before (not to mention first). Here was an opportunity to show true sportsmanship in action. And what better place to do it than the state’s oldest and most respected publication — The Oregonian.
Michael Foreman guided the in-house creative team at Oregonian Media Group as Creative Director and copywriter. OSU’s marketing department provided strict brand guidelines, as well as insights into the tone they wanted to achieve. The final concept became a full-page print ad in The Oregonian, as well as a digital campaign on OregonLive.com.