UCLA is the school of optimist and has been promoting the accomplishments of their impactful alumni, professors, and students for many years in their traditional advertising. For the 2016-2017 school year, we wanted to bring this concept to life in a new and intriguing so we brought together the famous optimist of UCLA to discuss current issues that society faces today. By bringing great minds together we hoped to grow optimism for the future and put light on areas were with a little hard work and ingenuity we can make life better.
New responsive website to house discussion videos and optimist bios.
Discussion landing page with video and links to discussion participants bios.
Rich media advertising showcased trailers for the discussion and discussion participants bios.
Mobile advertising also showcased the trailer for the discussion and discussion participants bios.
Standard ad units used provocative headlines to drive viewers to the discussion landing page where they could watch the bio.