OBJECTIVE: Babson College aimed to celebrate its Centennial by hosting a special event for alumni from the past 100 years. The campaign was set to launch in the fall, following freshman orientation, with the goal of making a bold statement in Boston. Through strategic activations across the city, Babson sought to reinforce its position as a leader in entrepreneurial education.

CREATIVE STRATEGY: The event was set for Copley Square, with a week-long city takeover across bus stops, window displays, billboards, and familiar Boston landmarks. A glass-ceiling tent, branded with Babson’s event theme, would be erected the day before the celebration and would hold the special guests and alumni for drinks, dinner and dancing.

On the day of the event, interactive activities around the square included a selfie step-and-repeat, a graffiti wall for sharing inspiration, and a crew engaging the public with questions about how they’d change the world through business. Thought cards, magnetic word kits, and Babson swag were handed out. The result was a Babson-branded cityscape, with Copley Square at its vibrant center.