Synopsis – 2015 Campaign
One of the most celebrated brands in the higher education category, UCLA’s “Optimism” campaign had run for several, high-profile, successful years before I joined the agency team as CD. From Day One, each execution featured a prominent UCLA Optimist—Jackie Robinson, Carol Burnett, Anna Lee Fisher, John Wooden, Francis Ford Coppola. But Westwood’s list of convention-challenging, barrier-breaking, change agents and their undeniable impact still ran much deeper and wider, with almost unending examples of Bruins propelling the world forward in nearly every facet of life.
Dramatizing that pervasive impact was the strategic shift we made in 2015. Instead of focusing each execution on a single Optimist, we highlighted three or more Bruins whose accomplishments shared a common theme—some more obvious than others. Doing so, we were able to extend the Optimist message along exponentially more story lines, celebrate more Bruins beyond the monolithic icons synonymous with the university, and refresh the campaign in an unexpected way.
:15 Online Pre-Roll
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We’re at our best when we make others better.
Optimism is more than an outlook. It’s an action. We don’t just believe tomorrow can be better—we stand up, dig in and throw our potential into every endeavor to make it happen. Not just for ourselves, but everyone.
What will you make better?
• Jorja Leap – Class of ’78, ’88; Nationally Recognized Anthropologist, Writer, Gang Expert
• Rob Reiner – UCLA ’64 – ’66; Award-Winning Filmmaker, Activist
• Rafer Johnson – Class of ’59; Student Body President, Olympic Gold Decathlete, African-American Inspiration
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Synopsis – 2016 Campaign
Another year, another pivot in strategy to further expand the Optimist campaign narrative, while also addressing several challenges that arose in new market research. Namely the public’s lack of understanding about the impact UCLA has on … the public. Especially the local community. Compounding the situation was the misperception that, as a public institution, UCLA enjoyed deep coffers of state funding. When in fact, state tax dollars account for less than 10% of UCLA’s funding. (That’s not a typo).
Armed with these new insights, we focused as much on the life-changing impact Bruins make on L.A. and the immediate region as the Optimists themselves. Among the stories we highlighted were the research and progress in making Los Angeles 100% sustainable by 2050, and the prevention and treatment of the escalating rate of depression in modern society. Both part of UCLA’s Grand Challenges initiative.
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Concrete evidence of how we’re addressing global climate change.
As part of the UCLA Grand Challenges, Bruins are leading the way to make Los Angeles sustainable by 2050. Developing energy-generating water treatment plants. Inventing smarter electrical grids. And creating eco-friendly construction materials that have worldwide impact. Driving the effort behind carbon neutral “sustainable concrete,” Associate Professor of Engineering Gaurav Sant is transforming a greenhouse gas into a reusable resource in the construction of roads, buildings and bridges. By turning something harmful into something valuable, he’s laying the foundation for a greener future.
How will you shape the future?
Vaulting students to a lifetime of success.
A legendary Bruin once taught the world that success isn’t defined by wins and losses, but by peace of mind from doing your best, leaving it all on the court. Even if your court is a chemistry lab, the space shuttle or a balance beam. A protégé of John Wooden, UCLA Women’s Gymnastics Head Coach Valorie Kondos Field first teaches her team to become the best people they can be, knowing academic and athletic excellence will follow. Since 1991, it has—culminating in six NCAA championships, but, more importantly, over 100 young Optimists ready for the world.
Who will you motivate?
Flipping the script on Hollywood stereotypes.
While ambition drives progress, Optimism inspires us to greater achievements for the greater good. Breaking barriers, bridging gaps, overturning injustice. Not just for Los Angeles, but for the world. Each year, Professor Darnell Hunt co-authors the Hollywood Diversity Report. Beyond quantifying race and gender inequality in the industry, his exhaustive research has lead to a compelling insight—entertainment that more closely reflects the nation’s diversity earns more at the box office. Reinforcing the call for American film and television to look more like America.
What insight will you offer?
How we study the brain is turning medicine on its head.
Driven by fearless ingenuity and a culture of collaboration, Optimists create unprecedented partnerships every day to solve global health issues. It’s not just common at UCLA, it’s encouraged. At the Center for Autism Research and Treatment, Dr. Daniel Geschwind’s multi-disciplinary team is tackling the disorder from different perspectives—integrating various research models, while posing a wider array of questions about the brain. From Dr. Geschwind’s breakthrough genetic research to state-of-the-art neuroimaging and innovative social skills therapy, the team’s combined efforts are opening new doors to real-world, life-changing treatments. For patients and their families.
How many lives will you touch?
Making the smartphone more intelligent.
From a UCLA lab in October 1969, a computer scientist sent the very first internet message, and changed the world forever. Today, fueled by the same boundless ingenuity, Bruins are inventing more accurate ways to diagnose cancer. Creating synthetic biofuels. And, in the case of alumnus Adam Cheyer, giving the smartphone a voice. A co-founder of Siri, Inc., Cheyer helped transform artificial intelligence into a practical, everyday tool. Not only changing how we embrace technology, but how technology embraces us.
What will you reimagine?
Playing above the rim, while remaining well-grounded.
For generations, Bruins have redefined the game, both on and off the court, inspiring others by both their accomplishments and how they accomplish them. The President and COO of the Los Angeles Sparks, UCLA alumna Christine Simmons, has led a selfless life empowering others—advocating for minority-owned businesses, leading the way to greater front-office diversity in professional sports and smashing glass ceilings for businesswomen of color. A native Angeleno, working mom and tireless champion of community service, she’s the epitome of one ascending to great heights without forgetting her roots.
What example will you set?
Working tirelessly for worker’s rights.
Emboldened by purpose and possibility, Bruins have led the call for social justice for generations. Breaking racial barriers, smashing gender ceilings, championing people with disabilities. Professor Abel Valenzuela directs the UCLA Institute for Research on Labor and Employment, which recently found that 48% of L.A.’s young workers—many still in school or paying for it—support their families. And nearly 25% of 18- to 29-year-olds aren’t being paid for all the hours they work. In response, his team is leading the way to a Young Worker Bill of Rights. And a stronger workforce—for everyone.
Whose rights will you defend?
Discovering that the best medicine isn’t always medicine.
Searching for better answers, medical researchers at UCLA start by asking better questions. Can artificial intelligence detect cancer? Can an opera help explain schizophrenia? Can social skills training have an effect on autism? At the UCLA Center for Autism Research and Treatment, Dr. Elizabeth Laugeson is teaching young adults how to make friends and handle peer conflict. With profound results. Post-treatment neuroimaging is also revealing an unexpected benefit—Dr. Laugeson’s breakthrough therapy isn’t just improving the social skills of her patients, it’s altering the physical pathways of their brains.
What will you discover?