When asked to design the University of Oxford’s latest campaign, NB wanted to avoid the clichéd images of punting on the river or scenic shots of colleges and spires.
The campaign, aimed at 170,000 alumni, donors and friends, had to connect with intelligent people in a real way, thanking them for their generous support in the past and encourage future donations by reminding them what makes ‘Oxford’s Thinking’ so unique.
In the words of Vice Chancellor Professor Andrew Hamilton “more than ever before, a gift to Oxford will have a vital and transforming effect in our world.”
Ultimately, the University aims to raise £1.25 billion to fund everything from roofs to bursaries.
What we did
We created an innovative, thought-provoking report by expanding the title to “Oxford Thinking. And Doing”. The report set out to inspire donors and friends of the University
by demonstrating the impact and achievements of the campaign to date.
How we did it
This was a collaborative effort, involving Michael Wolff as consultant, Matt Stuart as photographer and using Paul Davis’ cerebral illustrations and Howard Fletcher’s striking and compelling story telling.
Matt Stuart managed to capture the spirit of Oxford perfectly with his witty, charming and nostalgic images of everyday college life. Apart from the report the photography appeared on the reverse side of stationary, donation forms and a letter from the Dean to maximise the story of Oxford.
The University were so impressed with the images that they have now become the backbone of a new photo library for future campaigns. The report was printed onto bible paper the financial section tinted pink, echoing The Financial Times.
The campaign raised a quarter of a million pounds within the first week.