Taking it on the chin and still standing tall. Thriving, not simply surviving. Never settling for the status quo. Aiming to help a better world take flight. Those are the attributes of the University of Louisville that emerged after more than four years of marketing research and campaign development with the Cardinal Campaign.
Now, the university is advancing those attributes both on campus and outside its borders. “Here & Beyond,” UofL’s newest advertising campaign, debuted Jan. 17 with a campaign website and national, regional and local advertising presence.
“The ‘Here & Beyond’ campaign is the culmination of a multi-year effort to evolve the university’s brand, getting to the core of who Cardinals are, what we do and why it matters,” said Interim President Lori Stewart Gonzalez. “The campaign is especially critical in challenging times like these to celebrate the university’s progress and distinctiveness, and to highlight the brand attributes – including resilience, passion and innovation – that help us create thriving futures for our students, our community and our society.”
After extensive research with input from thousands of students, faculty, staff, alumni, Kentuckians and peer institutions, the university centered its campaign on showing UofL’s impact in student success, research and innovation and connection with local and global communities. That message blends together with a striking new look for the campaign, which can be seen in national television commercials, billboards, digital advertising and more.
More than 200 students, faculty, staff and alumni participated in brand video and photo shoots in Fall 2021 in front of the cameras and behind the scenes. Throughout the coming year, stories of the Cardinals featured in UofL’s brand anthem and advertising materials will be available on the Here & Beyond site.
“We know that people want to engage with brands that stand for something. ‘Here & Beyond’ amplifies our efforts to improve lives through education, research and community service, and it illustrates those efforts through our people,” said Kim Butterweck, UofL’s executive director of brand and marketing. “It’s our people who power our progress.”
Among more than a dozen students, faculty and alumni featured in the campaign’s initial launch are Andrea Behrman, professor of neurological surgery and a leader in the field of pediatric spinal cord research; Lexi Raikes, a first-generation student and triple major who is Kentucky’s only 2022 Truman Scholar; and alumnus Connor May, a UofL 2016 graduate, a trumpet player and successful music industry professional who composed the stirring music for the campaign.
UofL’s Office of Communications and Marketing worked with multiple partners to bring the campaign to life, including the university’s creative agency, BVK, along with production partners Quriosity Productions, Sheldon Candis, Finn O’Hara, Natalie Faye, Nimble Content and May, the composer.
The campaign is currently running on national media during UofL’s ACC games; through digital and social media; and in local media in the Kentucky markets of Louisville, Lexington and Bowling Green. To see the campaign, visit louisville.edu/hereandbeyond.