USC vs. Texas Weekender

WE1.jpg

Client: USC Alumni Association
Agency of Record: None (in-house project)
Art Direction: Daniel Campagna
Copywriting: Stacy Lautzenheiser (headline) & Justin Scupine (body)

The USC Alumni Association hosts annual activities, receptions, and tailgates at selected away football games. The 2018 “Weekender” is in Texas. The ad was designed to playfully entice fans to travel to the Lonestar State while communicating the opponent and other pertinent information.

WE2.jpg

Client: USC Alumni Association
Agency of Record: None (in-house project)
Art Direction: Daniel Campagna
Copywriting: Daniel Campagna (headline) & Justin Scupine (body)

As opposed to the first option, this ad appeals to the bravado and swagger of fans while incorporating one of USC Football’s iconic traditions―when the drum major from the Trojan Marching Band stabs the field before the game.to rally the team and the crowd.