California State University, Dominguez Hills (CSUDH) sought to develop a unique ad campaign that would highlight the financial benefits of earning a master’s degree, specifically targeting adult learners looking to advance their careers. To stand out from the competition and effectively reach an older demographic, CSUDH needed something that resonated deeply with their target audience—something familiar, nostalgic, and immediately impactful.

The Creative Team at 25th Hour Communications delivered an eye-catching ad campaign that connected with Southern California’s hip-hop culture, particularly the album art that many in the target audience would remember from their younger days. This approach created a strong emotional appeal and established an instant connection with viewers. Headlines, drawn from familiar and impactful lyrics, further reinforced the connection. These lines were chosen specifically for their quick recognition factor, helping the message resonate immediately with the audience. This creative approach was entirely different from what CSUDH’s competition was doing, making the campaign not only memorable but also distinctively effective at reaching an older demographic who could relate to the imagery and music references. The “Dolla Dolla Bills” campaign communicated the value of earning a master’s degree in a way that was both engaging and relevant. The campaign’s unique design and nostalgic appeal proved to be a hit.