- Urban Outfitters has launched its first dedicated back-to-campus commercial, themed “All Together Now.” The effort features more than 75 students from more than 10 universities across the United States.
- The campaign supports the retailer’s brand platform of supporting students through the milestones and traditions of the typical college journey.
- Using an original track by Bryan Master and filmed at Rutgers University’s SHI Stadium, the commercial is intended to channel the energy of Game Day through movement, spirit and connection.
“We increasingly view back-to-campus as a journey rather than a single shopping moment,” said Julia Draper, Urban Outfitters’ head of digital marketing. “The campaign gives us a national platform to stay connected throughout that journey, deepen our relationship with college culture and reinforce UO as a destination for the products, brands, styling and experiences that define our customers’ personal style.”
The spot begins with what appears to be several students facing off for a dance competition on a football field, dressed in Urban Outfitters’ fall styles. As more students watch the action, they rush to join in from all areas of the stadium to come together in one choreographed dance routine. The choreography was developed by renowned dance crew GRV.
The campaign features dancers from UNLV Rebel Girls & Co. and SDSU Dance Team, alongside members of the Grambling State University Tiger Marching Band and Rutgers athletes. Additionally, the brand recruited college-age creators Emily Ha, Avery Kroll, Blythe Beardsley and Amayah Shainne and NIL athletes CJ Baily, Steve Angeli, Tony Rojas and Brett Eskildsen.
The effort is designed to reach college-age customers (and particularly those preparing for the back-to-campus season) who are looking for real connections among their cohorts and with the brands they support.
“We know this customer can quickly recognize marketing that doesn’t feel authentic or reflective of their experience, so we built the creative around real students and campus communities,” Draper said. “The campaign celebrates the people actively shaping college culture while connecting community, product and back-to-campus styling in a way that feels relevant to how our customers live, shop and express themselves.”
The campaign will run across streaming media, including Peacock, Netflix and Hulu, as well as on social media. It will also include in-store elements, such as the track playing in retail outlets throughout the college football season, and on-set photography from the film shoot, featuring several locations.
The “All Together Now” piece will also be featured on Urban Outfitters’ “Game Day Playlist” on music streaming platforms and has been licensed for use across social channels to promote user-generated content.
“We’re looking at engagement and participation across channels, particularly UGC and engagement around the original track and participation in community extensions such as dance classes led by GRV, the creators of the choreography in the film,” Draper said. “The goal isn’t simply for the campaign to be seen; success is when our community actively participates in it and makes it their own.”
