To this day, this campaign is the most ambitious fundraising effort of any global university ever. Yale chose 160over90 to help find the soul of this multi-billion dollar pledge drive. We found that all Yale has done, does, and will do is for (hu)mankind. In campaign language, their "why was we," humanity was at the core of every study from vaccines to virtual reality and Vermeer. I personally led interviews with high-level members from every facet of campus to fold their stories and surroundings into the concept. After scouring New Haven for every unique take on what makes Yale "Yale," I wrote the "For Humanity" pillars, the pledge book, and even the five picturesque anthem scripts narrated by Angela Bassett. Sadly, to land Angela, we had to turn down Jeff Daniels. The spots and site won Grand Gold and Bronze in that years CASE Awards (a renowned university-specific marcom award).
Campaign Pillars
Arts & Humanities for Insight // Science for Breakthroughs // Collaborating for Impact // Leaders for A Better World
The campaign is live, check the site here.
160over90
Strategy: Matt Yuskewich, Alexandra Wittchen
Creative Directors: Kyle Ferino, Patrick Macomber, Juliana Lynch
Design: James Snyder, Beth Julian
Production: Anne McLaughlin, Kelli Gannon
Film Director: Eric Botel
Video Editing: Alex Ayabe, Andrew Pfiefer, Dan Stewart
VP, Video Production: Anderson Bradshaw
Account: Sarah Haman, Alison Konopelski, Ryan Brown