Built to Connect

LEGO figure of a blue owl with large eyes and a yellow beak, holding a sign that says 'RICE' and a QR code, positioned on a brick surface near a small LEGO tree with an orange animal, with text at the bottom indicating an award and a competition in 2025.
A gold-colored pyramid with a white banner overlapping it that reads '2026 PPA PYRAMID WINNER'.
A colorful circular logo for the 40th Annual EduADAWARDS honoring the Gold Women.

Meet Sammy the Owl, Rice University's iconic mascot in brick form. With 150 pieces of creativity and school pride, this kit invites future Owls to start building their journey, one block at a time.

Client
Rice University
Year
2024

INSPIRATION

Rice University approached Whitestone in search of a creative partner to help reimagine their annual “Counselor Mailer”—a piece sent each fall by the Office of Undergraduate Enrollment to over 5,500 high school counselors and Community Based Organizations (CBOs) across the country. Their goal was to develop a memorable, innovative mailer that would stand out, communicate key admissions updates, and reinforce Rice’s commitment to collaboration in the college admissions process.

During the spring of 2024, a team of Rice students, led by mechanical engineering student Andrew Linhart, built a LEGO scale model of the Rice campus—a project that quickly became a symbol of community, creativity, and hands-on learning. Captured in a video by the university’s MarCom team, the project highlighted the collaborative spirit Rice hopes to inspire in its students and partners alike. 

THE PLAN

Inspired by that same spirit, the Whitestone team collaborated with Rice to translate the LEGO campus concept into a tangible, desk-friendly promotional item: a brick Owl kit featuring Rice’s mascot, Sammy the Owl. This clever, engaging mailer served as both a nod to the student-led project and a lasting reminder of Rice University’s creativity, innovation, and community-focused culture.

Whitestone arranged the shipping by mail of 5,500 kits to Rice University’s high school counselor list. Included in the kit was a postcard with a photo of the Rice campus on one side and copy on the other. In the postcard copy, they encouraged high school counselors to ask their students to join them and work together to build the Rice owl. These kits leveraged the spirit behind this student-led project to showcase the sense of community that Rice values and fosters.

Lego set packaging and assembled model of a blue owl with large round eyes, a small yellow beak, standing on a green base with a small tree branch nearby, on a brick surface with a blurred background of trees and buildings.

A closer look at Rice's custom kit, serving as a tangible reminder of the university’s commitment to creativity, collaboration, and community support.

From design to kitting, the components of these mailers were used to create a lasting impression. All the components of this project worked together to tie in the elements of the mailing into a cohesive theme showcasing Rice University and their spirit of collaboration and community-building. 

PRODUCT

Line drawing of four different-sized luggage suitcases with handles, on a black background.
Outline drawing of an open box with flaps folded outward.
Illustration of a check with a small square in the upper right corner.
Icon of a Wi-Fi signal with concentric circles and curved lines indicating wireless connection.

OWL BRICK BUILDING KIT: Developed in Rice colors with a QR code sticker linking to a “What If” admissions video.

BRICK BUILDING PACKAGING: A custom Rice-branded box inspired by classic LEGO sets.

POSTCARD: Dual-sided with a campus photo and a call to build together; inviting shared participation between counselors and students.

MAILER PACKAGING: Fully custom shipping boxes aligned with the branding and spirit of the campaign.

Inside each Rice University admissions box is more than just bricks; it's a message about teamwork, tradition, and the joy of building something meaningful together.

Inside each Rice University admissions box is more than just bricks; it's a message about teamwork, tradition, and the joy of building something meaningful together.

A blue Rice University-branded LEGO set box inside a blue display stand, with a QR code and text encouraging viewers to watch a video of students working together to design and build a LEGO replica of campus, on a brick patio with trees in the background.
A notice with a QR code and a blue LEGO owl figurine with a yellow belly and legs, and black and white eyes, placed on a brick surface. The notice is partially visible, with text about Rice students building a LEGO replica of campus and a signature at the bottom.

Rice University’s letter and Sammy the Owl kit invite counselors to build the future together. 

RESULTS

This campaign was a standout of brand storytelling done right, combining innovation, interactive storytelling, and emotional resonance. The custom kit and its surrounding experience sparked joy and real conversations between counselors and students. The campaign generated overwhelmingly positive feedback across email and social media. Rice’s admissions office was flooded with excited messages, and the project gained viral traction in the Facebook College Counselor Group—receiving over 500+ likes and 60+ positive comments. Counselors reported that the kits helped students relax and engage, creating memorable experiences that tied back to the university.

The project won Gold in the Direct Mail Category from Educational Advertising Awards, and a Certificate of Excellence from the AAF Houston Awards, further validating its creativity and strategic impact in the promotional and educational space.

BEST DISTRIBUTOR CLIENT PROMOTION
LEARN ABOUT AWARDS