University of Tennessee Campaign

The assignment was to show that The University of Tennessee is much more than football, it’s a rising star in higher education that impacts the entire state of Tennessee. We did this by highlighting the innovative programs at UT in a memorable way to stand apart from traditional collegiate-style advertising.

The desired results: “Wow, UT does that?” And it worked. There was a 26.6% increase in positive opinion of the institution. A 46% increase in the opinion that research conducted at UT has an impact on quality of life. And a 21% increase in the thought that UT research impacts the state economy. Shortly afterward, UT was awarded the largest research grant in school history, $65 million, to fund a new supercomputer.

Concept, Art Direction, Design.