Duke University Centennial Celebration
100 YEARS IN THE MAKING
An iconic institution, standing at a once-ever moment of reflection. The importance of this moment wasn’t lost on anyone. That is why Duke brought XPL in. To design, develop and deliver two major centennial events, each bookending a year of programming. A major launch event, taking place in iconic Cameron Indoor Stadium, served as the genesis point for message and energy that drove Duke’s months-long celebration. A capstone event, held in Wallace Wade Football Stadium, saw 13,000 members of the Duke community enjoy a homecoming concert, culminating in an Ed Sheeran concert.
XPL was the creative strategist for these spectacles, digesting and interpreting years’ worth of research and reporting. Then, we executive produced the two shows, handling all operational, logistical, creative and production elements involved.
HONOR AND CELEBRATE
One hundred years of history will contain just about everything - challenges and triumphs. Duke entrusted XPL to ensure that those challenges weren’t glossed over, all while maintaining an overall sense of pride and accomplishment. In other words, let’s recognize, honor and celebrate the ENTIRE story that is Duke. This manifested itself in the unique storytelling that blended digital content with live presentation, as if history was walking off the screen and into the arenas.
Stay true to the north star
It is always key to design with a north star when it comes to large-scale shows. XPL developed the “I’ve never loved Duke more” principle to ensure all involved in the development of these shows knew which direction we were heading. Incorporating key alumni, staff, faculty, administration and students into each show is what helped us drive that point home. Rather than just talking heads, however, we created once-ever moments with these folks. And in the spirit of Duke excellence, they were certainly up to the task.
Now it can be said that tens of thousands within the Duke universe truly have never loved Duke more.
Event Type: Milestone Campaign
Brand/Company: Duke University