You know the University of Minnesota. But do you know what the U does for you?

It was that question that gave light to our ongoing University of Minnesota brand campaign.  More content series than ad campaign, this initiative was born of the goal to demonstrate the University’s value to Minnesotans. Minnesotans certainly know the U of M, but they don’t always know what it actually does for Minnesota, and Minnesotans.

So, how do you show everyday Minnesotans the value of a public research institution? You show how the U’s daily discoveries affect their daily lives—in as beautiful and cinematic a way as possible. You share the stories that bring the drive to discover home to Minnesota’s doorstep. In the form of TV spots that lead to a series of short films, articles and online content.