JACK TRICE 100 COMMEMORATION CAMPAIGN
In 1923, Iowa State’s first Black athlete, Jack Trice, died of injuries sustained in his first major college football game at the University of Minnesota. Meyocks helped commemorate the 100-year anniversary of his death by amplifying his legacy through an integrated marketing campaign spanning from cereal boxes to engaging social videos.
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200+earned feature stories
- Cereal GD USA Annual Package Design Competition Award
- PRSA IA PRIME Award: First Place
Inspired by 1923. Created for the 2020s
To honor Jack Trice’s legacy in a way that would resonate a century later, we wanted to celebrate elements of personal character that are just as meaningful today. We also wanted to spur conversations about the racial dimensions of Jack’s story and their implications for contemporary society.
Authentic Roots
As the 100-year anniversary of Jack’s death approached, we teamed up with the Jack Trice 100 Commemoration Committee to bring added awareness to Jack Trice’s legacy, sacrifice and contributions for Iowa State University. We planned on engaging audiences across the country with Jack’s story using authentic accounts, photographs and other imagery from a century ago.
"I Will”
After familiarizing ourselves with historic elements of the Jack Trice story, the team quickly got to work on campaign elements to honor that legacy. Trice’s own words were a key foundation for our entire campaign. The night before the Minnesota game, he wrote a letter sharing his thoughts. In part, it said “Everyone is expecting me to do big things. I will!” Jack’s words were engraved on a special run of 100 coins produced for the commemoration, including one used for the coin flip for the Jack Trice Legacy Game.
Modern Change
We brought awareness to Trice’s story over multiple forms of media. Working with Iowa State University, we built a website highlighting Jack’s story, previous honors of Trice and 100th anniversary commemoration activities. We also developed a national earned media program featuring a Trice family member to extend the story beyond the Iowa State University community. Our media outreach secured stories in high-profile outlets like The Associated Press, CBS News, Sports Illustrated, Smithsonian Magazine, U.S. News and World Report and Washington Post. His letter also featured prominently in a limited-edition cereal by Hy-Vee honoring Trice. Proceeds from cereal sales helped benefit the Trice Legacy Foundation, which provides scholarships and technology grants to aspiring students. We helped Hy-Vee promote the cereal — and honor Trice — through paid advertising and a social media video.
Keeping the Legacy Alive
Through the campaign, the Meyocks team helped cast a spotlight on both the personal and societal aspects of the Jack Trice story. In the process, the campaign inspired thoughtful reflection and helped advance positive change through support of the Trice Legacy Foundation.
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200+earned feature stories
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10new programs to honor Jack Trice
Inspired by 1923. Created for the 2020s
To honor Jack Trice’s legacy in a way that would resonate a century later, we wanted to celebrate elements of personal character that are just as meaningful today. We also wanted to spur conversations about the racial dimensions of Jack’s story and their implications for contemporary society.
Authentic Roots
As the 100-year anniversary of Jack’s death approached, we teamed up with the Jack Trice 100 Commemoration Committee to bring added awareness to Jack Trice’s legacy, sacrifice and contributions for Iowa State University. We planned on engaging audiences across the country with Jack’s story using authentic accounts, photographs and other imagery from a century ago.
"I Will”
After familiarizing ourselves with historic elements of the Jack Trice story, the team quickly got to work on campaign elements to honor that legacy. Trice’s own words were a key foundation for our entire campaign. The night before the Minnesota game, he wrote a letter sharing his thoughts. In part, it said “Everyone is expecting me to do big things. I will!” Jack’s words were engraved on a special run of 100 coins produced for the commemoration, including one used for the coin flip for the Jack Trice Legacy Game.
Modern Change
We brought awareness to Trice’s story over multiple forms of media. Working with Iowa State University, we built a website highlighting Jack’s story, previous honors of Trice and 100th anniversary commemoration activities. We also developed a national earned media program featuring a Trice family member to extend the story beyond the Iowa State University community. Our media outreach secured stories in high-profile outlets like The Associated Press, CBS News, Sports Illustrated, Smithsonian Magazine, U.S. News and World Report and Washington Post. His letter also featured prominently in a limited-edition cereal by Hy-Vee honoring Trice. Proceeds from cereal sales helped benefit the Trice Legacy Foundation, which provides scholarships and technology grants to aspiring students. We helped Hy-Vee promote the cereal — and honor Trice — through paid advertising and a social media video.
Keeping the Legacy Alive
Through the campaign, the Meyocks team helped cast a spotlight on both the personal and societal aspects of the Jack Trice story. In the process, the campaign inspired thoughtful reflection and helped advance positive change through support of the Trice Legacy Foundation.
-
200+earned feature stories
-
10new programs to honor Jack Trice