From Fear the Turtle to Fearless Ideas, the Campaign Really Did Have Legs.

Okay, I can’t help reminiscing just a bit. In a previous post, I mentioned that the University of Maryland’s president at the time, Dan Mote, was a rather progressive brand champion. Not only did he ask for something original and neck-snapping at the beginning of the branding process, he also saw the long-term potential of the Fear the Turtle campaign. After seeing the first Fear the Turtle TV spot, he said, “now that’s got legs.” He was right. Launched in 2003, the campaign evolved from Fear the Turtle to Fearless Ideas in 2012, giving it a nearly ten-year run. Pretty impressive by higher education marketing standards. To learn how it all came about, check out this Fear the Turtle case study.