U of M Duluth

The U of M Duluth has never had their own ad campaign, and they've only been a satellite campus. When we set out to change that Lauren Buckley from Olson's anthropology team came back with some great insights that led us to this campaign. We learned that they have a low 4 year graduation rate, but that it wasn't for lack of effort by the students - quite the opposite. Most students joined the workforce in their field before graduating & then returned to finish up the degree. These people are "go-getters", and so we wanted to harness that upnorthlandia attitude in this campaign.

We realized early on that just declaring themselves a certain breed wouldn't be enough. For it to count, they'd have to actually craft their voice and make their statement. So each piece of this campaign is planned to be hand-made by the students and the faculty together as proof that Those Who Can, Duluth. 

Role: Co-Concept, Art Director, Designer.
Copywriter & Co-Concept: Kristopher Growcott
Creative Director: Matt Burgess
Agency: OLSON