Directed by Luna Laure.
Murdoch University is positioning care as the defining characteristic of every meaningful career in a campaign via Berlin.
“There's a cohort of prospective students who define success differently,” said Berlin managing partner and head of strategy, John Linton.
“They want careers that contribute, careers rooted in caring about something bigger than a paycheque.
“But 'care' is often dismissed as naive or passive, something you sacrifice ambition for. We wanted to reframe it as the opposite: care is what drives an engineer to design renewable systems, a mathematician to model ambulance response times. It's not the soft option, it's the ambitious one."
'CAREer' features real stories from Murdoch graduates across all 16 of the university's schools, showing care in action.
"We’re so proud of our graduates who lead with care and make a meaningful contribution to the WA community and beyond,” said Murdoch University director of marketing & communications, Neil Cullingford.
“What sets Murdoch apart is our environment - a distinctive combination of people and place. This campaign brings that to life through the stories of our students and the careers they’ve pursued.”
The films were directed by Luna Laure.
The campaign will appear across cinema, SVOD, YouTube, OOH and social.
"As a Murdoch alumna myself, I know first-hand how much care and support the university gives its students,” said Laure.
“It was really special to come back and create a campaign celebrating graduates who are making meaningful impact in the world while capturing that same sense of community and belonging I experienced there too.”
Credits
Client: Murdoch University
Creative Agency: Berlin
Production Company: Clockwork Films WA
Director: Luna Laure
Photographer: Finlay Mackay
Collage: Sian Roper
Media Agency: Dentsu Perth
