South Dakota State University

Dairy & Food Science.
The Idea

Dairy & Food Science.

What better way to bolster the perceptions and interest in a niche degree program at a Midwestern university? Position it where it belongs—as the multi-faceted, perhaps misunderstood field of study that it is. SDSU’s Dairy and Food Science campaign combined the perception-shattering, “more than just cow-farming” messaging throughout digital and video executions and rested its hat on the fact that dairy and food science is a lucrative and surprisingly diverse career in which to enter.