Onward California: Anthem by Onward California for The University of California

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Onward California: Anthem

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Industry Colleges, Universities & Education Centers
Media Film
Market United States
Agency Onward California
Released November 2012

Credits & Description

The University of California system's fundamental missions are teaching, research and public service. The 10 campuses of the University of California open their doors to all who work hard and dream big.
universityofcalifornia.edu
onwardcalifornia.com
University Of California Engages Audiences With Onward California

Igniting the ambition of California and shining a light on the University of California system’s powerful impact on society was the call to action from which the Onward California public outreach was created. Like the UC System itself, Onward California engages with audiences with a style that is dynamic, playful, inventive and multifaceted.

UC’s Marketing Communications Director Jason Simon and Creative Director Vanessa Correa took an approach unique to higher education campaigns; one that connects to the hearts and minds of audiences by utilizing methods from both consumer advertising and the best of higher education marketing. This point of view informed the breadth and depth of the outreach including a bold brand identity spectrum, a docu-series, television brand spot, digital campaign, print and online media, and an experience design tour.
“We want to ensure that Californians understand the unexpected, daily ways UC plays a role in their daily lives,” says UC Marketing Communications Director Jason Simon. “The campaign had to reflect this thinking, to reach and inspire audiences through many connection points.”
The driving creative and strategic force behind the campaign, Jason Simon and colleague Vanessa Correa selected expert partners as collaborators to develop and produce the many elements of Onward California including branded content company The D4D, advertising agency 160over90, and experience design company Grow Marketing.
As highlighted on www.onwardcalifornia.com, the UC System connects to every sector of our society. The documentary brand film series, presented on the Onward website and other outlets, features passionate and compelling thought-leaders and innovators whose accomplishments touch our daily lives.