From the Nominator

Today, University of California, Davis is perhaps best known as a research university. However, in the late 20th century, its nascent art department was a veritable hothouse of creative energy that produced renowned artists, attracted students nationwide, and became one of the West’s most influential cultural institutions. Shortly before he died in 1992, artist and professor Robert Arneson created five iconic (and ironic) bronze sculptures to be installed on campus. They’ve since become markers of tradition, sites of celebration, platforms for protest, and even informal mascots. Decades later, we observed our department did not have licensing rights to use their likenesses. We forged an agreement between the artist’s widow and estate manager. Commercially, the goal of the “Year of the Eggheads” was to design, market, and sell what would become known as the “Arneson Egghead Collection.” And sell we did. More broadly, our branding campaign exceeded in scope anything we’d done before, reminding campus and community members of the proud history and promising future of UC Davis arts. It began April 4, 2024 with kickoff celebrations across campus, including a museum exhibit, VIP gala, library exhibits, live music, poetry, art tours, a pop-up shop, and more. We built an immersive storytelling website. We produced digital and out of home, environmental advertising and spread the word through all our campus communicators’ channels. Events continued throughout the year, culminating in the premiere of a 30-minute documentary, Unexpected Legends: Arneson, Eggheads and Arts at UC Davis that is now streaming on the PBS website and app.

From the Judges

This campaign is deserving for its exceptional creativity, originality, and impact. We praise it for its one-of-a-kind concept, particularly the playful and memorable "Eggheads" theme, which resonated deeply with the UC Davis community. The campaign’s execution was comprehensive and polished, spanning multiple platforms with impressive visual assets, merchandise, and a compelling website. It successfully honored a beloved faculty member while engaging students, alumni, and the broader public, achieving both emotional and measurable success. The campaign’s visibility, artistic integrity, and community connection make it a standout example of excellence in marketing initiatives.