The Oriental Institute (OI) of the University of Chicago: "Uncovering the Past, Together”

The Oriental Institute (OI) of the University of Chicago launched its first marketing campaign titled, "Uncovering the Past, Together," to mark the centennial of the OI, commemorating 100 years of pioneering research and study of the earliest civilizations in the ancient Middle East. The brand campaign was created by Chicago-based marketing agency Tom, Dick & Harry Creative Co. (TDH) in partnership with the University of Chicago's Communications and Creative teams.

With the goal of raising awareness of the OI’s century-long history, the campaign highlights the thrill of discovering long-lost civilizations and preserving the cultural heritage of the Middle East. The OI Museum exhibits the largest collection of ancient Middle Eastern artifacts in the United States, with more than 350,000 artifacts mainly excavated by OI archaeologists and some 5,000 on display to the public on the UChicago campus.

OI research has uncovered new ways of seeing what connects humans and why. The creative work leans into the OI’s unique ability to provide insights into the ancient world and relate them to the challenges we still face today—from environmental change to immigration to disruptive technologies. The creative team devised a sand-inspired graphic device to elevate images of artifacts in the OI Museum’s collection as well as historical photography from one hundred years of excavation.

“As the OI celebrates its centennial, we’re pleased to help tell the story of the OI’s field-defining research for the curious-minded through an integrated brand campaign,” said Paul M. Rand, vice president of Communications at University of Chicago. “The OI’s comprehensive collection of artifacts from the ancient Middle East—as well as its archeological fieldwork, educational programs and events—are a must-see for those looking to understand the world we live in today.”

To promote the centennial, the OI produced banners and signage around the University of Chicago campus, out-of-home ads, digital display ads, social media content and a print ad for National Geographic History.