College enrollment was dipping across the nation. The University of Arizona wanted to skip this trend, so they tapped us. We packed our bags and shipped out to Tucson to discover what made Arizona and its Wildcats special. What is Wonder? Curiosity + Imagination. Where is Wonder? Arizona + You. Tucson’s red desert is a deep source of inspiration, it sets the backdrop behind UA’s every divergent dream.
Tucson’s red desert is a deep source of inspiration, it sets the backdrop behind UA’s every divergent dream.
Since 1885, the UA has exercised its curiosity as a public research powerhouse. Every project—from optical engineering to water scarcity and climate change—is fueled by someone’s unique sense of wonder. We had to share how Wonder Makes Us at Arizona.
We launched UA’s unique sense of wonder into the world. We found incredible stories of Wildcats who truly embodied wonder, including an international wheelchair basketball player, a NASA-mission imaging engineer, and more. These interconnected stories capture how UA’s campus was a springboard for the unimaginable.
When the global pandemic hit in 2020, our live productions on campus were near impossible. Instead of being discouraged, our creative spirit took over. We transformed our approach, introducing more animated elements to bring the Wonder campaign to life and conducted a global search to find the perfect illustrators to highlight new student and alumni stories that would immerse us into individual worlds of Wonder. These multi-lingual stories brought to life the authentic worlds of Wonder for parent and prospective students.
Audiences took notice. Specifically potential students. Enrollment spiked 5% despite a national downtick.
Increase in Traffic to Arizona.edu in Target Markets
Increase in Enrollment
Spots in U.S. News & World Report Rankings
Most Diverse Class in University History: Class of 2020