It all started with an insult. Purdue University’s “Makers, All” campaign.
It all started with an insult. The more civilized liberal arts institutions labeled Purdue’s football team a bunch of “blue collar bullies.” (Boilermakers.) The comment was unenlightened. But the name stuck. Perhaps because there was some truth to it. Boilermakers are strong-willed. Hard working. Skilled at not just simple trades, but masters of the often insurmountable challenge of making something — out of nothing. The theme, “Makers, All,” embraced Purdue’s blue-collar roots, transforming an old insult into a badge of pride.
The Challenge
Elevate Purdue’s national ranking, strengthen its reputation among peer institutions, and position itself as a top choice for minorities, science-minded women, and high-ability students. The university needed a campaign that would inspire these diverse audiences while embracing its heritage and academic excellence.
The Approach
Two critical insights emerged: prospective students, regardless of major, were more likely to be drawn to Purdue after learning about its engineering achievements. Additionally, women interested in STEM were more motivated by the impact and outcomes of their studies rather than the technical details. These insights shaped the creative direction.
The Impact
Increased interest from prospective students, particularly women in STEM and high-ability students drawn to Purdue’s reputation for engineering and innovation.
Enhanced campus pride and engagement, as the manifesto and campaign visuals reinforced the university’s unique identity.
The "Makers, All" theme strengthened Purdue’s position as a leader in STEM fields, helping to raise its profile among peer institutions and prospective students alike.