The University of Minnesota created a comprehensive portfolio of media, creative tools, information, and inspiration to support the public launch of Driven: The University of Minnesota Campaign, a $4 billion comprehensive fundraising campaign that is the largest in the university's history.
From the Judges' Report
The institution took a unique opportunity, the Super Bowl, and capitalized on that for their campaign. This campaign was also the first in over ten years, and the largest in university history. They sought to differentiate themselves from the smiling students on the quad, with a campaign focus that reflected their sense of adventure and closeness to nature. They achieved that and more. They are ahead of schedule on the campaign goal of $4B, having reached $2.7B.
