McCorkle Place isn’t the only place to find the Old Well anymore.
From South America’s most active volcano to the African plains of Malawi, the University’s most iconic structure has been making its rounds around the world for UNC-Chapel Hill’s new advertising campaign, which launched Sept. 3.
The new campaign highlights the lasting global impact of the Carolina community. The campaign includes print advertisements, a social media engagement effort and a television commercial.
“The Old Well is more than a familiar Carolina icon; it represents the spirit Tar Heels take pride in demonstrating on campus and wherever they go in the state, the nation and the world,” said Joel Curran, vice chancellor of communication and public affairs. “This new campaign employs the Old Well and real examples of Carolina’s presence and impact on our world to celebrate something UNC students and alums know so well: ‘Carolina isn’t just a place you go. It’s a place you take with you.’”
The commercial, which debuted during ESPN’s broadcast of the Carolina vs. Georgia Chick-fil-A Kickoff Game, opens with familiar Chapel Hill scenes: a musical production at PlayMakers Repertory Company, the stands of Kenan Stadium and laboratory space in the Genome Science Building. It then branches out to the North Carolina coast and the world beyond, bringing the Old Well along for the journey:
- Carolina researchers trek down the Llaima volcano in Chile, part of a multi-university team gathering data on one of South America’s most active volcanoes;
- Isabella Bartolucci and Mariana Abdalla, students from the UNC-Chapel Hill School of Media and Journalism, capture documentary video footage of maternal health initiatives in Malawi;
- Art gallery visitors browse through an exhibit by visual artist Stacy Lynn Waddell, an alumna of Carolina’s master of fine arts program; and
- Graduate student Danielle Keller and lab technician Mariah Livernois from the UNC-Chapel Hill Institute of Marine Sciences study marine life off the coast of Morehead City.
A companion social media effort encourages students, alumni, faculty and staff to share stories of how they are influenced by their time at the University. Social media posts that use the hashtag #UNCWithMe will live on a campaign microsite, UNCWithMe.com, allowing Tar Heels to share their unique stories – whether they are volunteering down the street or conducting research halfway around the world.
Developed in partnership with Raleigh-based communications firm Capstrat, the campaign is the second for the University in the last six years. In 2014, UNC-Chapel Hill produced an updated version of a popular, long-running television commercial incorporating the famous words of Carolina alumnus Charles Kuralt, enlisting current faculty, staff and students to recite portions of the speech he delivered at the University’s Bicentennial observance in 1993.
As part of its multiyear broadcast partnership with the ACC, ESPN provides member institutions with one 30-second advertising window during the network’s games featuring competing schools. The commercial will also be available online at UNC.edu and UNCWithMe.com.
“I want to thank Sarah Derreberry, director of advertising and communications strategy at UNC-Chapel Hill, and the creative team at Capstrat for their inspired work on this campaign,” said Curran. “I also want to thank our students, faculty, staff and the more than 300,000 living alumni for keeping us close by always taking Carolina with them wherever they go.”