BWM Dentsu releases first work for Charles Sturt University

18 September 2019

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The campaign focuses on the concept of hands-on learning.

Charles Sturt University has launched its first work under a new brand platform, in a fresh campaign by BWM Dentsu.

The campaign is the first since the agency won the account in May, and kicks off a long-term brand positioning partnership that the two businesses will continue to collaborate on.

“Charles Sturt University’s focus on hands-on learning has led it to being Australia’s number one institution for graduate employment, but the university has struggled to bring this to life," says Asheen Naidu, executive creative director at BWM Dentsu.

“We wanted to embrace how Charles Sturt University provides its students with practical experience, not just theory, in a creative and engaging way. With the ‘It’s What We Do’ platform, we’re able to show what’s really possible when we stop talking and start doing.”

The film features students and alumni demonstrating the breadth of courses and success stories from Charles Sturt’s past and present.

“We know that educational institutions are facing criticism for being disconnected from the needs of the modern workplace; but conversely that makes students’ value real-life, applicable experience more than ever," says Brent Kerby, general manager of BWM Dentsu.

"This new brand platform provides the perfect vehicle to bring the Charles Sturt University proposition to life and show how the university is overcoming these industry concerns.”


The concept of hands-on learning is extended through a series of graphic out-of-home (OOH) and digital display executions.

“We chose to work with BWM Dentsu because of their understanding of our audience, approach to brand building and our shared values," says Shawn Walker, executive director and chief marketing officer at Charles Sturt University.

"The work we are putting to market perfectly captures our ethos and what we are offering current and prospective students. We’re excited to build on the new platform and create even more great work with the BWM Dentsu team in the future.”

The campaign launched on Sunday, 1 September and will run across TV, radio, digital and OOH until February 2020.


Charles Sturt University – Client
Shawn Walker – Executive Director and Chief Marketing Officer
Sandra Sharpham – Head of Brand and Performance Marketing
Amy Felke – Head of Creative
Cassandra LeBrocque – Marketing Projects Officer

BWM Dentsu – Agency
Group Chief Creative Officer – Rob Belgiovane
Executive Creative Director – Asheen Naidu
General Manager – Brent Kerby
Creative Directors – Jon Foye and Oskar Westerdal
Creative Team – Rob Gordon, Art Director and Julian Hartley, Copywriter
Head of Onscreen – Margot Fitzpatrick
Head of Production – Simon Holdaway
Client Experience – Jess Tarpey and Kirsty Willoughby, Group Account Directors and Nicky Webster, Account Director
Senior Planner – Caitlin Ammann

Film Production
Production Company - Collider
Director – Damon Cameron
Executive Producer – Rachael Ford Davies
Producer – Olivia Hantken
Post Production – Fin Design
Audio Post Production – Rumble Studios
Music – Apollo Music

Photographer – Steven Popovich
Photographic Agency – The Network Agency: Adele Nemorin
Styling – Anselmi Styling: Jo Ayling
Retouching – Sterne Creative: Mark Sterne

McCann Worldwide – Hadley Allchurch

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