As the economy suffered and funding dried up, the University of Minnesota needed to prove to opinion
leaders that their world-class researchers benefit not only the students, but the entire state and even the world.
Part of the long-running “Driven to Discover” campaign, this effort uses many types of light (from projection
to moonlight) to inform people that “Discovery illuminates everyone.”
Agency: Olson
CD/AD: Janay Blazejewski
CD/CW: Matt Burgess
University of Minnesota Physicians
As part of a long-running campaign called “Because” that highlighted discoveries UMN brought to humanity,
the clients asked us to promote their research hospital. Rather than focusing on major medical innovation,
we set the hospital apart by demonstrating we understood that even the smallest discoveries are important—
like the fact that you can’t heal people until you overcome their fear of going to the doctor.
This spot was so successful it had to be pulled from the air until they could hire more people to staff the call center.
Agency: Olson
CD/AD: Janay Blazejewski
CD/CW: Matt Burgess
