Reel Ad of the Week

BVK, Quriosity release uplifting campaign for UToledo

By Reel Chicago
September 4, 2024

The latest campaign for UToledo, “The Power To Do,” delivers an inspiring message of purpose, ambition, and capability. Created by Milwaukee independent agency BVK and produced by Quriosity Productions, the campaign unites both the university’s academic and healthcare institutions under one brand platform.

Directed by acclaimed filmmaker Sheldon Candis, the campaign captures the spirit of UToledo’s transformative impact on students, patients, and the community.

The campaign’s central theme is introduced through a bold proclamation in the voiceover: “When everyone else is asking, ‘What if,’ be the one who answers, ‘Watch this!’” This message sets the stage for a campaign that highlights UToledo as a place where individuals are empowered to turn dreams into action—driven by what the campaign calls “The Power To Do.”

For the first time, the campaign brings the University of Toledo and UToledo Health together under one cohesive identity. The commercials, which debuted recently, present UToledo as a powerhouse for innovation and care, from cutting-edge research to compassionate healthcare. In both the outdoor and film executions, the university’s logo incorporates the words “To Do,” reinforcing the campaign’s central message.

The two main spots, Anthem and UToledo Health, highlight UToledo’s role in shaping the next generation of innovators and healthcare professionals. Shot on location with real students, teachers, and healthcare providers, these spots emphasize the university’s broad impact across disciplines—from technology and science to the performing arts and athletics. Watch below:

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Seth Gordon, Associate Creative Director at BVK, praised Candis for his innovative approach. “Partnering with Sheldon was a no-brainer for us,” said Gordon. “His ability to push our clients beyond the norm and deliver a fresh, visually stunning product was exactly what we needed for this campaign.”

Candis, known for his documentarian style, brought a cinematic yet grounded approach to the campaign. His ability to combine sweeping visuals with intimate moments of human connection made him an ideal choice to lead the production. “There’s a big aspirational vision to this campaign,” Candis explained. “But even though we were presenting it in a big cinematic way, it needed to be grounded in emotional truths.”

To achieve this balance, Candis used a special motion control camera rig, allowing him to seamlessly transition between grand, sweeping shots and close-up, emotional moments of discovery. This technique helped communicate the vast opportunities UToledo offers while keeping the focus on individual experiences.

Candis’ dedication to elevating the craft was evident throughout the production process. From the cinematography by Philipp Friesenbichler to the editing by Matt Tarr, the team worked collectively to bring the university’s bold vision to life.

A Positive Reception

The campaign has already received enthusiastic feedback from the UToledo community. Meghan Cunningham, Vice President for Marketing and Communications at UToledo, expressed excitement about the rebranding effort. “We’ve received such a positive response from our campus and beyond. People are excited about seeing our academic and healthcare operations come together under one banner,” Cunningham said.

With The Power To Do, the University of Toledo has launched a campaign that not only highlights its role as a public research institution and healthcare provider but also underscores its commitment to empowering individuals to achieve great things.

Candis and the entire production team have delivered a campaign that reflects the university’s bold, transformative spirit, making a lasting impact on its community and beyond.

CREDITS:

BRAND: UToledo and UToledo Health