Using the premise "When great minds collide, giant leaps are made", McCann has put together a striking campaign that aims to promote the University of Melbourne's reputation for melding creative currency with robust research.
The centre of the 'Collision' campaign, which encompasses cinema, television, print, OOH, social and digital media as well as a content partnership with The Guardian, is a 60-second ad starring the university's own campus, students, teachers, academics and executives. It features faculty and staff, including members of the Victorian College of the Arts, coming together to form a human tower that soars toward the sky in a visual metaphor for the inspiring and collaborative spirit of the university.
“This campaign acknowledges that contributions that impact us all aren’t for the most part created by individuals working alone in dark spaces, but through the bright minds and their imaginations colliding and collaborating. A little bit like advertising agencies," said McCann Melbourne's executive creative director Pat Baron.
Lara McKay, the university's marketing and communications executive director, said the campaign is as much about the personalities that make up the university as it is about the university itself.
“The ‘Collision’ campaign is absolutely a celebration of the people at the University of Melbourne. Having almost 100 students, academics, professional staff and members of our alumni community feature in the film demonstrates this idea of collision at work.
“We believe the campaign really is something very different for the category and hope it will connect with people and drive them to learn more about the work of the University of Melbourne," said McKay.
This is McCann's first campaign for the university since it won the work via a competitive pitch process in early 2015. McCann's integrated media team also put together the media strategy for the campaign.
The University of Melbourne
Executive Director, Marketing & Communications: Lara McKay
Executive Creative Director: Patrick Baron
Creative Director: Andy Jones
Creative Director: Alex Wadelton
Art Director: Corey Thorn
Copywriter: Chesney Payet
Head of Broadcast: Victoria Conners
Production Assistant: Afrim Memed
Editor: Patrick Jennings
Managing Director: Adrian Mills
Head of Strategy & Media: David Phillips
Senior Channel Strategist: Ross Dougall
Executive Director: Serrin Dewar
Account Director: Jessica Jolley
Account Director: Sally Bradley
Print Producer: Anthea Waters
Retoucher: Ross Goddard
Senior Finished Artist: Daniel Hickey
Digital Director: Tony Prysten
Senior Digital Producer: Joe Guario
Digital Producer: Rebecca Earwaker
Social Lead: Chris Baker
Director: Mark Daly
Producer: Martin Box
Managing Director/EP: Kim Wildenburg
DOP: Geoffrey Simpson
Editor: Ryan Boucher
Producer: Nicoletta Rousianos
Visual FX - Fin Design
Colourist: Ben Eagleton
Producer: Amelia Babos
Sound Design - Klang
Sound Designer / Composer: Brendan Woithe
Producer: Paul Healy
Additional Sound Mix - Soundlounge
Still Photography/Print – Sarah Ewing Agency
Photographer: Chris Von Menge
Producer: James Mauger
Retoucher: Jamie Phillips