University College London
Endless disruption
Working with: Jack Renwick Studio
Awards: The Drum Awards 2020, Brand campaign, Gold. Fresh Awards 2020, Brand Campaign, Silver. D&AD, Environmental Graphics, Shortlist. Brand Impact Awards, Education, Silver.
University College London is one of the UK's finest universities, consistently ranked in the global top ten. In 2020, they needed a brand activation campaign to herald the beginning of construction of their visionary new UCL East campus in the Olympic Park. Aiming to engage multiple audiences and generate local excitement, they commissioned the brilliant Jack Renwick Studio, who brought us on board to take care of the words.
We first honed the strapline, ‘Disruptive thinking since 1826’, spotlighting UCL’s enduring heritage as the home of brave thinkers. Needing to maximise engagement and highlight the uni’s considerable global impact, the public were invited to vote for their favourite UCL innovations. The result was an impressive set of achievements and ambitions, from combating climate change and air pollution, to preserving culture, harnessing AI and tackling Alzheimer’s.
For the campaign copy, nothing too tricksy was required. Simple, powerful headlines to draw people in, the occasional touch of wit to soften the tone. All supported by body copy that drilled into the details and explained the extent of UCL's bold ambitions. Jack Renwick Studio brought everything beautifully to life with cleverly juxtaposed images and impactful motion graphics.
The multi-channel campaign included massive video screens and on-site hoardings, plus microsite and socials. Together they told a compelling story, engaging local people with the world-class uni soon to land on their doorstep. Far exceeding its initial objectives, the campaign reached two million people through social media, attracted 90,000 visitors to the campaign website and picked up multiple awards.