University of Arizona
Wonder makes us who we are.
When I set out to work with Arizona, their CMO had one big question, “What’s behind the A?”
After speaking with leadership, Deans, Dancers, Professors, Students, Athletes, NASA Researchers, Alumni, and Administration, having a couple of Sonoran hot dogs, and getting lost in the desert, it was clear.
Everyone there was in pursuit of discovery. They asked questions like what if and why not. They were chasing wonder. It drove them to do the unknown, the unimaginable, and the unprecedented. The more they did, the more they learned about the world around them—and about themselves, ultimately becoming who they are.
We told the stories of three individuals whose journeys have been led by wonder: Sama Alshaibi, multi-media artist and Professor of Photography; Marcia Rieke, Astronomy Professor and Principal Investigator for the NIRCam on NASA’s James Webb Telescope; and Phil Evans, an international wheelchair basketball player, and student.
We brought these stories into a 360-campaign, including out-of-home, branded content, TV, OTV, programmatic digital, social, and rich media. In Tucson, Phoenix, and key out-of-state markets like California and Texas
We simultaneously launched the Fuel Wonder campaign to make a case for philanthropic giving to the institution and tell the story of the potential of wonder at a university on the brink of the 4th industrial revolution.
The Fuel Wonder campaign launched with an event for high-level donors during homecoming weekend in 2019.
