Unexpected Scholarships

There’s a misconception that scholarships are only for valedictorians and varsity athletes. So to prove there’s a scholarship for just about everyone out there, we placed billboards all over the country highlighting some of the weirdest, head-turningest, most unexpected scholarships. Because if there’s a scholarship for potato researchers, candy enthusiasts, and even tall people, then there’s gotta be a scholarship for you. This campaign extends online creating a content lane for Sallie Mae on Instagram. Behaving more like a publisher than a bank, we leveraged illustrators from all over to bring these unique opportunities to life in fresh ways, instead of adhering to one singular look and feel.

This campaign is part of a larger drive to reposition Sallie Mae from a student financial service to a student support system that’s focused on helping students find free money before taking out loans. Instead of using our media dollars to promote our own services, we promoted opportunities that we had no connection to, other than our commitment to helping students find them.

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