At the halfway point of Andover’s Knowledge & Goodness campaign, the school wished to reinforce the idea that gifts of any size can make a difference on campus. The “Think Big” appeal was designed to address this need—highlighting that “thinking big” at Andover does not have to mean “giving big.” The selected proof points strengthen this view that small gifts in the collective can make a significant impact. This piece was the first appeal of the fiscal year for the Andover Fund alumni audience. The small (3" x 4.5") size of the appeal was a major component in the overall execution, acting as an interesting counterpoint to the “Think Big” teaser text and concept. The small form, bold graphic treatment, stripped-down reply card, and multi-panel accordion fold brochure were all new elements in Andover's annual fund marketing. Bringing in brand colors from both Phillips Academy and Abbot Academy, the package was designed to appeal to alumni/ae from both schools and across generations. Photography was chosen to represent students of today engaging in diverse campus activities.
From the Judges
This submission was a big idea in a small package—a distinctly unique and effective message that caught attention and utilized clean design with a great message for a well-executed appeal. This is a piece to "copy and steal." Many on the judging panel wished they had thought of it and may incorporate something like this into our future plans. Small but mighty!
