Universidad de Monterrey is an educational institution located in San Pedro Garza García, Nuevo León, México that for 50 years has been recognized for its humanist education that provides every person that forms part of the institution the tools necessary to develop the best version of themselves and have a positive impact in their surroundings.
The insight for the concept development of this project focuses on the different skills a person can have: Hard skills are those that center on strengthening technical development and Soft skills are those that focus on emotional intelligence and interaction with other people.
For the new UDEM campaign we highlighted the human side of the University to create a sense of belonging and connection with the ”Generation Z" or "Centennials" through the idea that we are strong through our most sensitive side. From there we extracted our global concept: "soft is harder" from which the verbal and visual communication of the campaign unfold.
This campaign unfolds in print and digital advertising, internal communication of the areas as well as different events and products that are live in the University.
We thank Universidad de Monterrey for giving us the opportunity to participate in this great project. Thanks to all the creatives, teachers and collaborators who made this achievement possible.
Thanks to the support of all this great team of people involved, RESET worked on this graphic and conceptual proposal that encompasses the values and the new vision of the University.