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After a last-minute tagline change, the State Colleges of Massachusetts recently broke a statewide animated TV campaign by DavisPartners for its first joint branding effort.

The tagline for the campaign, “Come here. Go Anywhere,” emphasizes the colleges’ message. Originally, the tagline was “Start here. Go Anywhere,” a duplicate of L.L. Bean’s slogan. The replacement line was implemented when the similarity was discovered, a representative of the Boston agency said.

“There were some interesting creative challenges—we wanted to create a unique campaign, but we had a limited budget,” said Tom Davis, creative director and president of DavisPartners.



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