CLIENT
University of Minnesota
Susan Hagen, Assistant Director, University Relations
Ann Aronson, Chief Marketing Officer
Laura Johnson, Account Services Director, University Relations
AGENCY
Tom Fugelberg, Co-Founder/Creative Lead
Mark Bubula, President/Co-Founder
Tesa Raymond, Account Director
Molly Dunne, Associate Creative Director
Aaron Smith, Associate Account Director
Tonja Younger, Project Director
Kose Digital
Jamie Peterson, Media Supervisor
Nicole Newville, CEO
Red Comma Media
Ben Caulfield, Media Buyer
Carrie Dellinger, President
Alex Zoltai, Photographer
Noware Media
Joel Saint John, Producer
Eric Olson, Producer/Composer
Bert Cambridge, Editor
Keith Lockwood, Editor
Ben Toht, Editing/Graphics
Adam Toht, Editing/Graphics
SUMMARY
This is the story of reinvigorating the University of Minnesota’s beloved – but stale – 12-year old Driven to Discover campaign in a category besieged by criticism. Against all odds, we used a simple insight – the audience wants to connect with entertaining content and the University is the ultimate “Discovery” channel – to reconnect the University to Minnesotans. On a budget that hadn’t grown in 12 years and during contentious elections. Despite all of that, we not only stopped the erosion, we broke campaign records and industry benchmarks.
