Putting the spotlight on student purpose.
BCM Group has launched a new iteration of Griffith University’s “Make it Matter” brand platform, putting the spotlight on student purpose for the first major campaign since the agency was appointed.
The campaign, directed by Griffith Film School alumni Maeve McKenna, highlights the university’s focus on delivering a purpose-driven student experience, authentically featuring the stories of 10 current Griffith students.
BCM Group creative director Shaun Egan said Griffith students are so driven and determined, their stories really make you reflect on your own purpose.
“Students like Jenni, a final year law student committed to ending domestic violence. And Becky, an education student who wants to show deaf children their potential, just as her teachers showed her,” Egan said.
“The campaign is about students’ personal journeys, their purpose and the experiences that have led them to where they are now. It was these stories of real Griffith students that really drove the campaign and telling them authentically that makes it as strong as it is.”
The campaign focusses on their personal stories and passions to demonstrate how Griffith University helps people discover their purpose and pursue careers with impact.
Griffith University vice president of future students and strategic communications Phillip Stork said the pursuit of purpose-driven careers with impact is what makes the Griffith student experience distinctive.
“These fantastic students are the embodiment of that. It’s been great to work with Maeve and the BCM team to bring these students’ stories to life,” Stork said.
The campaign is Griffith University’s first major campaign since putting their creative and media accounts to pitch in 2023, and the first collaboration with BCM Group.
It’s currently live across south-east Queensland on television, cinema, out-of-home and digital channels.
Credits:
Agency Team: BCM Group
Creative Directors: Sam Boyd and Shaun Egan
Senior Art Director: Stevan Shanks
Copywriter: Claire Bass
Head of Production: Ann Rilley
Head of Account Management: Damien Musgrave
Account Director: Madeline Lantz
Director: Maeve McKenna
Photographer: Sam Scoufos
Production company: Taxi Films
Producer: Imogen Dick
Media Agency: Wavemaker
Client: Griffith University
Director Marketing and Communications: Jamie Leonard
Associate Director, Marketing and Creative Services: Anita Hathaway
Senior Marketing Manager: Shaka Kane
Marketing Manager: Emmanuelle Bryant
Marketing Coordinator: Daniele Leao
