To coincide with the approved Optimist Brand Campaign concept of “Redefining Optimism,” creative executions were needed for the outdoor campaign component of the fall 2017 launch. Due to budget and timeline constraints, the challenge was to develop brand concepts using only headline executions. To reinforce UCLA’s optimistic point of view with attention-grabbing, thought-provoking and consistent messaging that drives brand awareness, the solution was simple: don’t just say it, show it.
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