Queensland University of Technology's 'Real Is' via VML

21 June 2024

Creative Agency: VML

0 0
A refresh of QUT's longstanding ‘The University for the Real World’ creative platform.

Queensland University of Technology (QUT), in collaboration with VML, have unveiled a brand campaign that refreshes QUT’s longstanding ‘The University for the Real World’ creative platform.

The work addresses the category disconnect between academic learning and real-world application that students often experience.

The new ‘Real is’ campaign puts a spotlight on how QUT students are being prepared to shape the future, bridging the gap between classroom experiences and real-world challenges.

It addresses the disconnect between theoretical education and practical application. By highlighting real-world impacts and innovative learning opportunities, the campaign reaffirms QUT's commitment to relevant, hands-on education that prepares students for future challenges.

“At QUT, we believe that education should be real, relevant, and reflective of the world we live in. The ‘Real is’ campaign encapsulates our commitment to real world learning that prepares our students for the opportunities of the future," QUT executive director of marketing and communication Xavier Amouroux said.

“The 'Real is’ campaign has the authentic journeys of our students and alumni at its heart, showcasing how QUT has helped them navigate and shape the real world.”

The campaign features QUT stories about real world impact, learning innovation with QUT You, QUT’s first-of-its-kind new Faculty of Indigenous Knowledges and Culture, the rise of new courses like vertical degrees, and a focus on eSports and sustainability.

VML Brisbane MD Adam Kennedy said it’s a privilege to work on such an enduring brand platform and give it new meaning for the next generation of students.

"This work reaffirms QUT as the leaders in real-world learning," he said.

The fully integrated campaign, which connects brand, faculty, discipline and course level communications, launches with a 30” film, high-impact out-of home, social, and digital advertising.



Client: Queensland University of Technology (QUT)

Executive Director, Marketing and Communication: Xavier Amouroux

Associate Director, Marketing and Recruitment: Leanne Cain

Associate Director, Brand and Digital Communications: Merisa Ruvic Brigg

Campaign Project Manager: Ash Cheah-Lord

Corporate Marketing Officer: Emma Alexander

Brand and Creative Studio Manager: Ashleigh Juers

Web and Digital Strategy Senior Manager: Deanne Mauch


Creative Agency: VML

Managing Director: Adam Kennedy

Head of Strategy: Andrew Kolb

Strategy Director: Dilip Garga

Head of Client Engagement: Janelle Shinners

Client Partner: Ingrid Postle

Account Director: Natasha Kent

Executive Creative Directors: Stu Turner & Benjamin Davis

Creative Director: Guido Pecego

Associate Creative Director: Lisa O’Neill

Senior Art Director: Phil Vale

Senior Copywriter: Jessamy Ross

Head of Production: Mignon Van Weeren

Broadcast Producer: Stephanie Leddin

Studio: Santi Drane


Production Company: 13CO

Executive Producer: Charity Downing

Executive Producer: Roy De Giorgio

DOP: Caleb Ware Photographer: Joel Pratley

Offline Editor: Joe Morris

Post Company: Toybox Animation

Composer: Brett Shaw

Sound Design: Squeak E.Clean Studios

Related Content

Latest Campaigns

comments powered by Disqus