The Atypical University: new branding and positioning campaign of UDIT, University of Design, Innovation and Technology.

• It was devised by the creative studio Big Toys, directed by Mikel Ortega, an alumnus and lecturer at the institution.
• It stars twelve students from the university itself.

No one studies to do what is typical, to be just one more, to change nothing. At UDIT, creativity and the extraordinary become part of everyday life.A different way of teaching, a different way of learning, so that students can be who they want to be. Everything is geared towards helping their talent find its way. Welcome to UDIT: The Atypical University.

This is the starting point of the new branding and positioning campaign of UDIT, the first and only university specialising in design, innovation and technology in Spain. An institution that represents the culmination of 20 years of the educational project of the prestigious ESNE School of Design, which has broken the paradigms of the traditional university and today has 3,000 students on its campuses of 30 nationalities and a network of 5,600 alumni working in 50 different countries.

UDIT's new branding and positioning campaign is the brainchild of the Big Toys agency, directed by Mikel Ortega.

Mikel Ortega is a UDIT alumni. After his time at the University, he worked for more than 10 years as Art Director until he became Creative Director in independent and multinational creative agencies such as Zapping, HAVAS Fullsix, CHINA and Peanuts&Monkeys. Five years ago he founded Big Toys, a creative agency based in Miami and Madrid that helps brands such as Netflix, MTV, Nike, TikTok or Amazon Prime to communicate their identity and essence through national and international projects and campaigns. In addition to his role as Creative Director, Mikel combines his work with university teaching at UDIT.

This is an advertising campaign for digital media and supports, social networks, cinema, radio, metro, buses and outdoor supports.

The new campaign stars UDIT students Iñaki Martín, Rita Pereda, Daniel Ramajo, Anisa Rodríguez, Maren Fernández, Paula Carmona, Luna Rodríguez-Carretero, Guillermo Benedí, Ismael Feliz Ramírez, Adulay Balde, Ana Danping and Jakai Xiangwei Chen.

Creative Campaign Technical Team:

• Director: Mikel Ortega
• Director of Photography: Javi de Usabel
• Photographer: Cecilia Conde
• Make-up and Hairstyling: Laura Muro and Julia Cadia
• Styling: Uri Serra
• Colour: Gradepunk
• Editing and editing: Gabriel García-Junceda
• Retouching: Kiko Argomaniz