UCLA
When we started working with UCLA, they already enjoyed an enviable reputation and received more high-caliber applications than they knew what to do with—in just over a century, they’ve arguably impacted the world more than most institutions twice their age. But true innovators don’t rest on their laurels. Facing increased competition from other UC System institutions and a decrease in funding, UCLA needed to craft a story that would unify undergraduate and graduate admissions, 12 colleges, Tier One research, a health system, and athletics in a cohesive, compelling way.  Enter “The Optimists”—a powerful, long-running campaign which draws parallels between the pioneer spirit of the American west with UCLA’s long line of innovative and inspirational alumni.