Disruptive Thinking Since 1826|短视频,图文|广告营销案例【ADGuider广告指南】

自1826年以来的破坏性思维

案例简介：在大学不得不越来越像品牌一样行事的时代，杰克·伦威克工作室为UCL (伦敦大学学院) 创造了一个大胆的新定位，以帮助他们将声誉从世界一流转变为世界领先。UCL一直名列世界十大大学之列，希望将其激进的起源和挑战精神封装在竞争激烈的领域中脱颖而出。自成立1826年以来，UCL一直倡导独立思想。他们是英格兰第一所接受与男性平等的女性以及来自不同宗教背景的女性的大学。如今，他们在教学和研究方面的进步方法将一些世界上最聪明的人聚集在一起，以解决世界上最大的未解决的问题。新的品牌定位-“勇敢的思想家之家”-拥护这种根深蒂固的破坏性和挑战性态度，并欢迎那些希望对世界产生积极影响的人。作为UCL大胆的新愿景的一部分，他们正在伊丽莎白女王奥林匹克公园的东岸建设一个开创性的新校园-与BBC、史密森尼学院和V & a一起，将成为伦敦以世界级文化和教育为核心的新目的地。杰克·伦威克工作室 (Jack Renwick Studio) 的任务是将新品牌定位带入生活，这是UCL自成立近200年前以来最令人兴奋的发展和最大的单一扩张。该活动需要通过开创性的研究和发现，教育当地观众了解谁是UCL，以及他们如何改变当地和全球人民的日常生活。该运动围绕着整个大学的故事-展示了UCL的破坏性方法如何积极改变社会最大的挑战，包括气候变化，塑料污染，无人驾驶汽车，人工智能和阿尔茨海默氏病。对比图像互锁，以显示当前世界面临的挑战，图像描绘了UCL如何响应，同时还可以作为单个图像一起工作。UCL徽标集成在每个图像组合中，从物理上破坏了问题并为解决方案提供了方向。在一个示例中，自主机器人与人脸配对-描绘了UCL对我们与机器人系统和人工智能的关系的研究。校园将向学生和更广泛的公众2022年开放，该运动已在ho积的网站上栩栩如生，既成为大学的长期促销活动，又成为教育设施，当地社区正在利用该设施向学童传授所涵盖的挑战。为了成为伦敦令人兴奋的新文化目的地，UCL通过印刷通讯，大学的网站，社交媒体频道和在伦敦体育场周围的屏幕上播放的电影，将这项运动从UCL EAST站点带到了更广阔的世界。

自1826年以来的破坏性思维

案例简介：In an age where universities are having to increasingly behave like brands, Jack Renwick Studio have created a bold new positioning for UCL (University College London) to help enable a change in their reputation from world-class to world-leading. Consistently ranked amongst the top 10 universities in the world, UCL wanted to encapsulate their radical origins and challenging spirit to stand out in a competitive sector. Since their founding in 1826, UCL have championed independent thought. They were the first university in England to accept women on equal terms with men, and those from diverse religious backgrounds. Today, their progressive approach to teaching and research, puts some of the world’s brightest minds together to tackle the world’s biggest unsolved problems. The new brand positioning – ‘The home of brave thinkers’ – champions this ingrained disruptive and challenging attitude, and welcomes those who want to make a positive impact on the world. As part of UCL’s bold new vision, they are building a pioneering new campus on East Bank in the Queen Elizabeth Olympic Park – set to be a new destination for London with world-class culture and education at its heart, alongside BBC, Smithsonian Institute and the V&A. Jack Renwick Studio were tasked with bringing the new brand positioning to life, in what is UCL’s most exciting development and largest single expansion since they were founded nearly 200 years ago. The campaign needed to educate a local audience on who UCL are and how they are making a difference to the everyday lives of people both locally and globally through ground-breaking research and discovery. The campaign centres around stories from across the university – demonstrating how UCL’s disruptive approach makes positive change to society’s biggest challenges, including climate change, plastic pollution, driverless vehicles, artificial intelligence and Alzheimer’s disease. Contrasting images interlock to show a current challenge the world is facing with an image depicting how UCL are responding, whilst also working together as a single image. The UCL logo is integrated in each image combination, physically disrupting the problem and leading the way towards a solution. In one example, an autonomous robot is paired with a human face – depicting UCL’s research into our relationship with robotic systems and artificial intelligence. The campus is due to open to the students and wider public in 2022, the campaign has been brought to life on the sites hoarding, becoming both a long-term promotional piece for the university, and an educational installation which is being utilised by the local community to teach school children about the challenges covered. With intentions to become an exciting new cultural destination in London, UCL have taken the campaign beyond the UCL EAST site out into the wider world with printed communications, the university’s website, social media channels and a film played on screens surrounding the London Stadium.