The challenge was to find a fresh way to thank donors for the important contributions they’ve made to the university and especially to its students. There was to be no call to action, the only desired outcome was to instil a warm feeling in the recipients and affirm the real connection between donors and students. Our solution was to make the target audience the protagonist of the video. Using a POV camera technique, we brought them right into the video, as the hero.
Key scenarios in the university were identified and scenarios were written up with potential student/POV interactions. These were carefully storyboarded while allowing for happenstance and spontaneity during shooting.
The video elicited significant, unrequested compliments (and even complimentary thank you’s) from the donor community. Perhaps even more indicative of success were kudos from groups in competitive institutions.