University of Idaho asked DW to create a campaign to improve brand affinity for the university by highlighting the ways U of I contributes to the state of Idaho.
Starting with the creative strategy, "The University of Idaho is woven into the fabric of Idaho", we built a campaign centered around the dinner table——a familiar place for families to gather and connect.
I worked with a copywriter to concept the campaign and write scripts for a :60 spot that was then broken into two individual :30 spots. I also served as art director on set for the video shoot and edit to ensure the final spots stayed aligned with the original vision. To build out the rest of the campaign, I was also responsible for the other assets, including OOH and print executions.
Client: University of Idaho
Company: Duft Watterson
Services: Art Direction, Copywriting
Additional Credits: Jonah Svihus (ACD, copywriter), Tony Hart (CD), Ze'ev Waismann (Director), Andrew Schwarz (Producer), Jason Lucas (Editor)
