Mercy U’s “Every Moment Matters” Campaign Honors the Journey, Not Just the Destination
Roastbrief | October 20, 2025
By RoastBrief
As Mercy University celebrates its 75th anniversary this year, the institution is launching a new campaign to show how Mercy believes every moment matters for their students.
Teaming up with Richmond-based creative agency Familiar Creatures (known for standout challenger work for Duke’s Mayo, Crunch Fitness and BUBBA Burgers), the university unveils “Every Moment Matters,” which highlights the school’s commitment to supporting students through the full spectrum of their college experience. From major milestones to the small, everyday moments that shape personal growth, the campaign underscores moments that feel more personalized and less sterile – the good ones, the big ones, and the ones that lead you to your own.
Unlike traditional higher education campaigns that focus on a one-size-fits all outcome, this campaign emphasizes the day-to-day experiences of students, particularly those who embody the university’s Maverick spirit: self-driven, ambitious, and determined to chart their own paths.
“The application process has radically changed in the last couple years making it even more paramount that prospective students know who we are and what we’re about,” says Chris Connelly, Associate Vice President, Marketing and Analytics. “We don’t just showcase and tout the milestones of the college experience, it’s about us being there for them through every moment in between. Familiar Creatures found a memorable and artful way to communicate our value proposition yet again.”Launching regionally across socials and TV this October, the two spots are shot in a deliberate, slow-paced style and encourages viewers to pause and reflect on the often-overlooked daily experiences that contribute to student success.
In the multi-disciplinary hero spot, students are shown in the less-glamorous moments including late night studying and feeling confused in class, paired with the solution – supportive faculty members, collaborative study groups, and family members at graduation, emphasizing the importance of community that these students receive from Mercy.
In a similarly-shot spot with a focus on its education program, students are seen in the classroom as both students and teachers, leading breakthrough moments and experiencing their own at Mercy as one of the top universities for education careers.
“In the higher ed space, Mercy University is a true challenger brand, fighting for attention amongst much bigger, well-established schools who dominate all our marketing channels,” says Justin Bajan, Co-Founder of Familiar Creatures. “We relished the chance to cut through the noise with something unexpected and wholly unique to Mercy U.”By focusing on these human-centered moments, the campaign communicates Mercy University’s distinctive value proposition in a category crowded with generic messaging. From its early days as Mercy College, through its expansion to a four-year institution in 1961, and its historic transition to Mercy University in 2023, the institution has been defined by growth, resilience and an unwavering commitment to student success. Familiar Creatures has worked with Mercy University since 2019, reinforcing its status as the region’s largest private minority-serving institution.
...
Read the full article on Roastbrief.
