• by Fern Siegel , September 4, 2024

The University of Toledo new spot claims it's "shaping the next generation of doers."

Milwaukee-based agency BVK created a rebranded brand platform for both the University of Toledo and UToledo Health under the banner of “The Power To Do.” That design statement, in OOH and TV spots, lifts “To Do” from the UToledo logo.

The campaign broke with two new ads produced by Quriosity Productions and directed by Sheldon Candis.

“The Power to Do – UToledo Health” takes viewers inside the UT Medical Center, where we see patients receive care, ranging from rehab, exams or surgery, juxtaposed with doctors and nurses teaching the next generation of healthcare providers.

Seth Gordon, BVK associate creative director, said Candis was charged with “breaking our clients out of a sea of sameness in their category.”

Meghan Cunningham, vice president for marketing and communications for the University of Toledo and UToledo Health, added: “People are excited about bringing both our academic and clinical operations together under one framework to tell the complete story of who we are, and the transformative impact we have on our students and patients.”