September 11, 2014
Ologie worked with the University of California’s Office of the President to develop and launch a campaign aimed at changing how people think about public research institutions. By taking common “public” phrases and pairing them with striking images, the campaign made a bold statement with strong support from the UC system’s rich body of academic research. The media buy included a large transit presence, airport billboards, outdoor signage, and a single-day takeover of the New York Times home page, along with radio and other digital spots. All of these executions drove viewers to universityofcalifornia.edu, where they could read in-depth articles about the topics featured in the ads.