Fox School of Business:
Disrupt or Be Disrupted
Fox School of Business at Temple University has been relying on its cute “Nobody Outsmarts a Fox” campaign for half a decade. Although it’s given them traction in the local market, the campaign's cheeky nature and its associated mascot don’t match up with the modern education the school has come to stand for. In the past few years, Fox School of Business has shot up in the U.S. News & World Report rankings, and its online MBA program is now ranked number one, forcing other programs to reconsider how they structure their own curricula for a modern student.
In developing a new campaign for Fox, we wanted to create a look and message that directly spoke to how Fox has come to define what a modern Business School can look like. Where many associate b-school with blue blazers, excursions across the country, and long-held legacies that uphold confining societal structures, Fox delivers an education that’s defined by doing - getting on-the-job experience, trading, and investing real funds, becoming a real leader. Leaning into its gritty history and associations with Temple and North Philadelphia, we designed a campaign that spoke to how Fox has disrupted the conventions of what business school has to look like and the kind of students that get an MBA. Fox School of Business is for students looking to shake up how things are done, and Fox is ready to give them the tools they need to change the game.
Role: Copywriting, Creative Direction
Creative Partners: Mabel Luu
