AAMU Classic Week Project Up for Southeast Emmy Awards

Alabama A&M University has been nominated for an EMMY® award for its 2024 rivalry week video series “A Bulldog Family”. The nomination from the National Academy of Television Arts and Sciences – Southeast Chapter, is the first for AAMU. The University’s project was nominated in the Branded Content – Short Form Content category along with other finalists: the Atlanta Hawks, the University of South Carolina, and Champ Creative (MLB - Rickwood Field).  

The unique branded content campaign to celebrate the Magic City Classic rivalry earned over 1 million overall views, driving audience growth and brand awareness for the University through the content deployed across social media and select Alabama markets ahead of rivalry weekend.

“We’re always exploring new ways to share the AAMU story and leverage the unique aspects of the brand,” said Assistant Vice President Aaron Thompson. “This project was about shining a bright light on the most celebrated HBCU rivalry in the land. It gives a relevant narrative to the colorful traditions we want the world to know us for. That brand story is both meaningful and valuable to students, alumni, and supporters. It resonates with everyone.”

In the series, Bulldog pride was on full display within the Willingham household as three episodic videos highlighted AAMU’s traditional rivalry through storylines rooted in familial school spirit. Julius, the family patriarch, found himself in the middle of each vignette as he protected The Hill from family members gone astray. Five Alabama A&M students also took center stage as actors in the series.

“Many hours of concepting, scripting, casting, and planning happen before the cameras start rolling,” said Thompson. “It takes buy-in across the campus. Our partners at JTWO Films were also instrumental in working alongside our AAMU team to bring this project to life.” 

Already this year, the AAMU rivalry week video series has earned a Collegiate Advertising Award for Special Video Production and has been nominated for three Shorty Awards, and a Telly Award. 

The National Academy of Television Arts and Sciences was founded in 1955 for the advancement of the arts and sciences of television and the promotion of creative leadership for artistic, educational and technical achievements within the television industry. The Southeast EMMY® Awards are judged by a panel of experts in the fields of television and broadcasting.
 
The award winners will be announced at the Southeast EMMY® Awards ceremony to be held June 14 in Atlanta, Ga.