The Atlantic Coast Conference announced the launch of its new branding campaign "Where Leaders Are Born."
Kicking off with the 2012 ACC Football season, the campaign focuses on the ACC as the birthplace of some of the nation's greatest leaders. It highlights the cornerstones that the conference was founded upon and remain consistent today -- the balance of academics, athletics and integrity.
"The ACC's member institutions continue to produce leaders both academically and athletically and we're proud of what this league collectively represents," said ACC Commissioner John Swofford.
The fictional "ACC Maternity Ward" is the stage for the campaign which features newborn infants dressed in ACC attire to symbolize that the conference grows today's youth into tomorrow's leaders by providing them with "endless optimism and opportunity."
The message will be communicated across the league's multimedia platform which includes television, radio, digital and social. The television spots were created and produced by MELT, an award-winning agency based in Atlanta.
To learn more about the celebrated leaders who have represented the ACC's member institutions - including award winning athletes, scientists, politicians, executives and journalists - click the respective school links above.
About the Atlantic Coast Conference
The Atlantic Coast Conference is now in its 60th year of competition, the ACC has long enjoyed the reputation as one of the strongest and most competitive intercollegiate conferences in the nation. Since the league's inception in 1953, ACC schools have captured 127 national championships, including 67 in women's competition and 60 in men's. In addition, NCAA individual titles have gone to ACC student-athletes 146 times in men's competition and 102 times in women's action. For more information, visit theACC.com.
MELT LLC is an Atlanta-based integrated marketing firm focusing on sports and entertainment, particularly in the professional, collegiate, entertainment and racing arenas. MELT's award winning work has won acclaim such as Adweek's Buzz Marketer of the Year, Cynopsis Sports' Sports Marketer of the Year, Event Marketer Ex-Awards and "It" List, MARCOM Gold Award, and Best in Atlanta, among others. MELT is currently working on its 11th NCAA Men's Final Four for the Coca-Cola Company this year in New Orleans; its fourth season of Full Throttle NHRA Racing; First Data, Kia Motors of America; State Farm; Gulf Shores/Orange Beach Tourism, PrimeSport, Taco Mac, Hangout Music Fest, the ACC and many others.