The University of Sydney encourages students to question the world

18 September 2017

Creative Agency: The Monkeys

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The University of Sydney is taking a new approach, encouraging students to 'Unlearn'.

The University of Sydney has launched its new brand campaign, Unlearn, that aims to promote its new curriculum for 2018.

The uni says the new offering represents the most significant change to education it has undertaken in a generation.

The university’s new model aims to better prepare graduates to succeed in a world where the careers and jobs of the future will be very different from today. 

Created by The Monkeys, the campaign demonstrates that while we’ve all been taught how to memorise facts and figures, not everyone has been taught how to unlearn – how to question the world, demolish social norms and rebuild new ones in their place.

The Monkeys creative director Barbara Humphries says: “This is a bold direction for the University to take and a perfect example of their Leadership for Good positioning. Unlearning can take us to places conventional learning can’t.”

The campaign will run across online, print and outdoor.

The University of Sydney deputy director of marketing and communications Johanna Lowe adds: “Giving our graduates the capacity to think critically and make a positive change in the world is at the heart of our undergraduate education model. The ‘Unlearn’ campaign reflects this progressive approach really well, and we hope it encourages our community to do some ‘unlearning’ too.”

Creative Credits:
Client: The University of Sydney
Director, Marketing and Communications & Chief Marketing Officer: Marian Theobald
Deputy Director, Marketing and Communications: Johanna Lowe
Head, Brand and Marketing Services: Kerry Capsanis
Project and Brand Manager: Pia McMorran
Project and Brand Manager: Jessie Carter

Agency: The Monkeys
Chief Creative Officer: Scott Nowell
Creative Director: Barbara Humphries
Creative team: Chloe Banicevic and Archana Murugaser
Finished Artist: Lucinda Hansen
Designer: Lauren Elliot
Managing Director: Matthew Michael
Group Content Director: Kelly Spence
Content Director: Shannon Duhig
Senior Content Manager: Tim Leathart
Head of Production: Thea Carone
Senior Broadcast Producer: Christina Wilmot
Broadcast Producer: Ellen Fraser
Senior Integrated Producer: Sally Lankshear
Executive Planning Director: Fabio Buresti
Head of Strategy: Michael Hogg
Communications Strategy Director: Gary Peace
Media: Rob Howes

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