Best of CASE District VII Award
 

Institution: University of California San Diego

Title of entry: UC San Diego Brand Anthem Video

About this entry: This brand anthem video was developed as part of our 2023 brand refresh. UC San Diego is a world-class public research institution driven by a distinct, collective passion for discovery. There’s a sense of urgency among our students, researchers and changemakers to get out there, explore the unknown, and follow their curiosity to unexpected places. This sentiment is at the heart of our brand refresh and what we hope to communicate through this video. We capture our students traversing from unknown into the known, discovering just how far their curiosity will take them, and how UC San Diego helps them think further.

We worked with our creative agency to develop a concept for the video that brings the vibrancy and impact of the brand refresh to life. The cinematography and camera movement were thoughtfully implemented to symbolize the student's journey through discovery. The beginning of the video is thoughtful and reflective, with aesthetics that embody early ideation and the unknown. As the story progresses, the camera picks up speed and energy, reflecting our continued progress to bring ideas into the known.

The filming for this video took place over a four-day period that included working with over 50 students and faculty to ensure we accurately represented our diverse campus.

This video was distributed via paid advertising online, through CTV and broadcast. It contributed to a 9% lift in brand favorability, 8% lift in consideration, and 6% lift for the statement “UC San Diego fosters innovation and curiosity.”