The segment that was targeted attended a university that was completely different (even the campus is visually unrecognizable). As important as the appeal message was, the first task was to reinforce that the work ethic of the today's students is the bridge that connects them.
Spire2 recognized that even though the client's brief did not address it, communicating the library's value in the internet age was a key message. The client loved the message so much, they reprinted it to use for additional communication outside of the campaign.
