Michigan State University

Spartans Will.

Advertising campaign and campus branding

Michigan State University.

Working with the communications department to extend the “Spartans Will” message, ECP brought our expertise in nontraditional advertising to the university’s East Lansing campus. From stadium graphics to grassroots tactics, we collaborated on intentional touchpoints, putting their message directly in front of their audience of students, faculty, alumni and supporters.


The continued efforts over our multi-year partnership have accounted for thousands of social media posts, mentions, and engagements across the Spartan nation. The creative work has also won local and national awards and is one of the most recognized university campaigns in the country.


Michigan State University Exterior Banner with headline "Passion Drives Us. Will Unites Us."
Michigan State University Exterior Banner with headline "Research. Refine. Repeat."
Michigan State University Exterior Banner hanging on overpass with headline "Who will build the bridge to tomorrow? Spartans Will."
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Banner at the Spartan Stadium Will Call office saying "Spartans will. Call."
Parking lot bar with decal saying "Who will raise the bar? Spartans Will."
Spartan Stadium banners with headllne "Today. Tomorrow. Forever. Spartans Will."
Parking garage banners with headline "Spartans of transformation"