Where Friction Creates Opportunity
Creative Concept
Kampagne
Produktion
Anna Benda
Creative Director
Raphael Berthold
Art Director
Victoria Kozich
Visual Designer
Philipp Lou
Creative Concepter & Copywriter
Stefanie Schönlieb
Account Director
When one of Europe's oldest universities is also one of its most modern, this creates friction. And an endless playground for ideas. In an image campaign for the University of Vienna we turned apparent contradictions into great potential.
The University of Vienna has a strong positioning. The only problem: nobody sees it. How do you shape the perception of an institution everyone already knows?
The University of Vienna is a place of education, an employer, a research hub, or an exclusive bubble—depending on your perspective. So how do you make science tangible for everyone and academic discourse accessible? Our challenge was to create an overarching communications platform rooted in the university's values—one that remains consistent over the years while evolving alongside the very societal questions the university explores. Positioning work for a broad audience and a visible worldview.
Societal role in clear pictures: turning "or" into "and."
Looking at the world with an open mind while critically questioning what we see—to portray the University of Vienna in all its complexity, we describe its role in society. Central to the campaign are linguistic contradictions that, on closer inspection, come together to form one powerful picture. Inclusive and unique, complex and simple. With language that remains approachable while being carefully considered.
Our campaign elevates the University of Vienna's public presence to new heights.
Scale and excellence, individuality and community, science and societal impact, inspiration and vibrancy—abstract opposites drawn from the University of Vienna's positioning became visual and verbal worlds that embody its work, values, and vision across OOH and digital channels.
