This campaign conveys both the unique depth of research at Liverpool and some of its breakthrough achievements. The concept incorporated strong one-word exclaimers to arrest viewers with a unique research moment. These ranged from work combating viruses in the digital age to highlighting the BBC’s New Generation Thinkers from the School of English. Arranged on buildings, bus shelters and hoardings and animated on large scale display screens in the station, they created a bright, engaging theming around both city and the University on Open Days. The campaign aimed to raise awareness about the University’s credentials as a prominent research-led Russell Group institution.