Uppsala University is a well known academic institution. In fact, its reputation can be intimidating. As a student, will I fit in? Is it only for the best and brightest? Is it only for the urbanite? Is it only for the well off?
Uppsala University asked us to create a recruitment campaign, with the goal to attract students from all parts of Sweden.
Let’s create something magical together.
Welcome to Uppsala
Early on we decided to try to tap into the emotional side of deciding where to study. Perhaps a move to Uppsala is a move that takes you far away from your loved ones? A move to something unknown. A move that might make you feel lonely.
In Uppsala however, you will not be alone. You will meet people from all over the country. Our campaign platform became: The University of Sweden.
Our flag bearer in the campaign was a film. Where we tell a story about leaving your hometown and embracing the adventure of going to Uppsala as a student. With a beautiful rendition of a traditional Swedish folk song called “Uti vår hage” (“Out in our pasture”) especially created for the film.
It feels good be number one
Our campaign propelled Uppsala university to the top spot. For the first time ever, Uppsala University received the most number of applications in Sweden. Leaving Stockholm and Gothenburg university behind. 41% of all students in Sweden put Uppsala first on their list.
The full brand experience
We are proud that Uppsala University liked our campaign concept so much that they have adopted “The University of Sweden” as their official tagline.