The Idea.

Taking a standardized test isn’t the pinnacle of excitement.

So, how can the good folks at the GRE position themselves as worthwhile, especially when testing for grad school becomes increasingly optional?

The Campaign.

This campaign captures the reactions of incoming grad students around the moment they open their acceptance letter. It’s celebratory, it’s aspirational, and it repositions the GRE General Test as the gateway to whatever comes next.