UNIVERSITY PARK, Pa – Penn State’s Office of Strategic Communications, in collaboration with agency partner Decoded Advertising, recently received multiple international awards for the creative execution of the University’s latest brand advertising video, The Power of Penn State (Power). 

“There is something special at Penn State that converts the ‘I’ to the ‘we’ and puts us all on a path together—students, faculty, staff and alumni—and this spot harnesses this spirit and how together we have a meaningful impact in Pennsylvania and beyond,” said Lawrence Lokman, vice president for strategic communications, Penn State. “I am grateful for the hard work of our talented team – including support from across the University. We are honored these organizations recognized the work as among the best in the world.” 

Recognized in multiple categories by MUSE Creative Awards and the Hermès Creative Awards, Power was evaluated alongside more than 6,000 entries from around the world, including familiar names in the entertainment, automotive, retail, technology, beverage and gaming industries. The entry received platinum and gold awards in three separate categories: Advertising - Online ad; Video - University/Higher Ed; and Video - Television ad. In the Hermès Awards, platinum awards were received in two categories: Digital advertising - Video pre-roll; and Video - TV ad.   

This recognition comes on the heels of Penn State’s Office of Strategic Communications, in collaboration with agency partner M Booth Health, winning three top-tier public relations awards for the University’s “Mask Up or Pack Up” public health campaign – a PRSA Silver Anvil Award, PRSA Bronze Anvil Award and Provoke Media SABRE Award. Out of hundreds of entries across all industries — including established non-profits, Fortune 500 corporations, and global communications agencies — Penn State was selected among the top strategic public relations programs for 2020. The entry received Anvil awards in the integrated communications and research/evaluation categories and a gold SABRE award in the educational and cultural institutions category. Additionally, PRSA recognized Penn State’s entry with a “Best of Silver Anvil,” which was awarded to the top four campaigns across all categories and industries in the U.S. Separately, out of more than 5,500 global entries, SABRE awarded Penn State’s entry as one of the top 40 campaigns of the year.  

“Preparing for the unprecedented test of maintaining on-campus learning during the 2020-21 year, we knew a comprehensive social marketing effort would be a critical arm of the University’s pandemic response strategy and essential to galvanizing our community,” Lokman said. “With support from many Penn State and community partners, we implemented -- in short order -- a research-based, grassroots campaign across 24 campuses and local communities. It built awareness, helped reinforce positive safety behavior and compliance, and contributed to protecting our community’s health.”