The ±«Óătvâs Be Bold campaign has received the top honor in the 2025 Hermes Creative Awards, an international competition honoring creative excellence in traditional and emerging media. ±«Óătv was chosen as a platinum award winner, among thousands of entries, in the .
Behind the scenes capturing the Be Bold campaign
Step into their stories by visiting BeBold.usf.edu
Photos by: Andres Faza, University Communications and Marketing
The Be Bold brand campaign was relaunched in March with a video-first approach and a new focus: its people. The refreshed campaign centers around the authentic stories of five ±«Óătv students, faculty and staff who represent the heart of the university. Each was asked the question âWhat does âbe boldâ mean to you?â Their answers guided all assets of the campaign including a TV commercial, individual feature stories, billboards, a website landing page and digital and social ads.
âThe heart of our Be Bold campaign is our people. These individual and collective stories truly showcase the incredible impact that our ±«Óătv community leaders have on Tampa Bay, our state, and around the world,â said Dan Caterinicchia, vice president and chief marketing officer. âPresident Law continues to encourage Bulls everywhere to âBe Bold,â and this recognition only happens because we embrace innovation, creativity, collaboration and the joy that comes from having the privilege of telling meaningful stories every day. I could not be prouder of our team.â
The platinum Hermes Creative Award comes on the heels of ±«Óătv winning a gold Telly Award for the Be Bold 30-second TV commercial.
According to the Hermes Creative Awards, this yearâs competition attracted more than 6,000 entries from the United States and more than 30 countries. Hermes Creative Awards is administered and judged by the Association of Marketing and Communication Professionals (AMCP).