Raise Awareness

Using animation to tell expansive and ambitious stories

39.5k Twitter impressions

63.5k Linkedin impressions

5,625 page views

University of Manchester wanted to use a poem it had commissioned as the centerpiece of a film to mark the 50th anniversary of the Alliance Manchester Business School.

The poem was written and performed by legendary Manchester poet, Tony Walsh (aka Longfella). It covered a lot of ground – from the industrial revolution to the Manchester Velodrome and everything in between. Our proposal was to use an animated approach to differentiate the School, and allow us to cover the diverse subjects name-checked in each verse. We also felt that further value could be recognised by using the illustrated assets from the animation across other media.

The University of Manchester’s History

We wanted to create something that native Mancunians would be proud of and did justice to the poem’s scope and vision. We wanted to bring out the colour of the city, using all the cool details of architecture, people, place, whilst jumping back and forth in time.

We commissioned a Manchester based artist, Barney Ibbotson to work alongside our Creative Director and animation team to bring the story to life and give it a uniquely Mancunian twist. Particular thought was given to the way we created a visual thread in the way we move from scene to scene.

Aside from the below stats which quantify the success of the film, illustrations from the animation have become a sub-brand of the Business School, and have been used subsequently on everything from building site hoardings and prospectuses to Christmas cards and branded apparel. We have also created a number of spin-off animations using the same illustrative style.

 

Page views generated: 5,625
Unique page views: 4,902

Twitter Impressions: 39,555
Engagements: 427
47 likes and 35 retweets
17 posts using #mcrmeans mentioning the animation

LinkedIn campaign Impressions: 63,853
Click through rate: 0.562% (benchmark 0.32%)
Engagement rate: 0.824% (benchmark 0.37%)

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