Client
Big 12
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Scope
Film
Greater Than 12
Project Summary
The Big 12 was at an inflection point. Two iconic institutions – Texas and Oklahoma – were entering their final year in the league, and four new schools – BYU, Houston, Central Florida, and Cincinnati – were joining for their inaugural season. But as the landscape for college sports continues to shift on a near-daily basis, one thing has remained clear throughout the conference’s storied history: No matter who’s coming or going, or how many schools currently make up the conference, they’ve always been greater than twelve.
Insight
A new strategic positioning, a new logo, and a new brand campaign declared what the Big 12 Conference has always known. We've Always Been Greater Than 12. Not bound by geography or the number of schools. The Big 12 Conference is the conference of culture, not just sport.
The landscape of college athletics is ever-changing, and the Big 12 is no exception. We took a moment to celebrate our past and embrace the new frontier of collegiate sports – celebrating the diverse and individualistic nature of student athletes and what success looks like, both on and off the field.
In our launch film, we thematically count down from “12” — acknowledging the rich history of the Big 12 along the way — and moving towards the future as a collective “one.”
