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Sallie Mae | Unexpected Scholarships | Education

Sallie Mae created shareable and press-worthy moments for their campaign, “Unexpected Scholarships in Unexpected Places”, to drive brand awareness by using creative OOH placements across the US.

This campaign was centered around the scholarships they offer that aren’t related to grades. It focused on five scholarships — Culinary, Tall People, Zombie Apocalypse, Paranormal and Superpower — and correlated each one to a specific outdoor advertising format and location.

This included using an extremely tall wall in New York for their Tall People Scholarship and a bulletin in Sioux Falls referencing potatoes for their Culinary Scholarship.