In 2014, UCLA kicked off a $4.2 billion Centennial Campaign, the largest fundraising effort ever undertaken by a public university. The initial campaign slogan, "Let There Be” asks supporters to invest in UCLA. By 2017, analytics from prior UCLA Magazine giving ads reveal that readers are not responding to the call-to-action. Because the campaign is in its second half when giving needs a momentum boost, the need to revisit the concept was required to re-inspire and motivate people to give by creating a sense of urgency now. The sixth ad in this campaign will be featured in the 100th year anniversary issue. To commemorate, the ad bridges the power of connecting the world, then and now.
Ideas for the most part, are subjective. Some are good. Some are bad. Some resonate with clients. Some don’t. Some get revised. Some look very different once they go into production. Like all projects that have ever been undertaken, there will always be some ideas that will never make it past the drawing board. Below are some of the concepts that didn’t make it, but they can still inspire the imagination.
Sometimes, the news of something amazing inspires the solution. The Washington Post article on Katelyn Ohashi's amazing perfect 10 routine, helped propel the internet sensation.
