A GIFT TO MIT IS A GIFT TO THE WORLD

MIT has been dedicated to advancing humankind since 1861.
It boasts over 1,000 faculties, each with a unique logo, globally recognized for quantum leaps in thinking.
Their greatest challenge? Funding the next quantum leap. Led by five-star geniuses, these faculties faced a dilemma when the fundraising goal was set at $5 billion. Easier to split the atom than to get them to agree on a brief.
Agencies often spend excessive time on strategies. My issue as the executive creative director? Breaking it to my team that the answer was on a napkin 3 minutes into the briefing.
Ideas show no respect for time or fragile egos. MIT, for God's sake.
After confessing to creative high treason, we successfully pitched to the board, who chose to focus-test with the toughest group: MIT alumni. Holy crapanomics. The genius police.
They loved it, wanting to meet the creatives behind it. We humbly shook hands and melted back into our black holes.

AD-Tim Jones CW-Sheralyn Silverstein