Something BIG Is Happening!

One afternoon I received a call from the First Lady of Johnson & Wales University, our Chancellor's wife was leading the development of a high profile art project. Private funds resourced the design and production of a massive wildcat statue honoring the spirit and tenants of the university. Partnering with the city of Providence and other community and educational leaders, this effort had many stakeholders. Identical pieces would premier at the three other JWU campuses.

My involvement began in the last design stage. Detailed revisions polished the final sculpture. My challenge was to craft an internal campaign to announce and promote the new art installation. The internal environment at the time was taxed, so I took on the task personally, which cleared the way for an efficient and creative approach beyond the constraints of the typical multi-layered process.

Building a campaign with students as the primary focus but also raising awareness within the faculty, staff, and alumni offered a unique opportunity. Art installations this large, required site construction for an extended period. The unknown disturbance in a prominent area could be an opportunity. I chose to leverage the curiosity with a teaser campaign. Close to the site, we constructed a massive "box" over 12 feet tall and 20 feet long. The box was wrapped with teaser graphics, "Something BIG Is Happening".

The sudden appearance of the box had our community scratching their collective heads. Buzz quickly built around the box. After about four weeks and two weeks before the actual sculpture arriving on campus, we cut a series of "ventilation holes" on all sides of the box. Additionally, we implanted motion sensors and configured speakers when students walked within 15 feet of the box a loud "wildcat roar" emitted at an alarming volume. The chatter grew, heightened by the reactions of startled students mindlessly walking past.

Finally, our massive Wildcat sculpture made its way from the Pacific Northwest via a flatbed truck. This triggered a social media campaign "spotting" the progress across the country. Posters, signs, ads in the campus newspaper, and social media images supported the program.

While "the cat was out-of-the-bag," our entire athletic department embraced our new symbol of pride, courage, character, and community. Together, we promoted a dedication celebration inclusive of the university family and community stakeholders. The incoming freshman class was particularly excited and took ownership. Each regional campus then followed the script for their celebration.

We pulled off a super fun, high profile introduction to a symbol representing the bedrock tenets of the university for generations to come, with a low budget and inclusive of every persona.