In the past, when producing videos to kick-off Hamilton capital campaigns, we focused on students’ experiences and opportunities on campus. Alumni who participated in focus groups told us they wanted a video that was pride-filling, emotional and more externally focused; they did not want a video that focused directly on the specific giving categories for the campaign. As a result, the new campaign video focuses our audience on the product of a Hamilton education -- what our alumni do and accomplish "Because Hamilton."
From the Judges
“Because Hamilton” set out to share how a Hamilton education prepares graduates for lives of meaning, purpose, and active citizenship. This campaign video accomplished that with a strong concept of tying the student experience to the alumni experience by using a “flashback” storytelling feature. Through this technique, the viewer learns how the specific alumni featured were well prepared for their lives post-graduation because of the education they received at Hamilton. The stories were inspiring and connected to the College’s mission. There was a level of authenticity that came across with each unique storyteller and a sense of pride that will likely translate to alumni and non-alumni viewers alike.
