QUT refreshes University for the Real World platform via BCM

13 July 2020

Creative Agency: BCM Partnership

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The campaign tells the story of a current student named Kat Dorante, who is undertaking a QUT Law and Business double degree.

BCM has revisited the ‘classic’ QUT graduate success story formula, but with a new twist to reflect QUT’s vision for 2020.

“We wanted to evolve the look of the campaign while also being able to embody QUT’s new priorities as outlined in the university’s strategic plan, Blueprint 6,” BCM managing director Paul Cornwell says.

“The plan sets out QUT’s priorities for providing transformative education and research over the next years, focusing on great student experiences and positive employment outcomes, through hands-on teaching and work-integrated learning.

“Some key priorities reflected in the new campaign include aspiration, inclusion and Indigenous Australian engagement, success and empowerment. Not to mention that this will be the first time QUT will be broadly showcasing its new strong tagline as ‘the university for the real world.”

Cornwell says Sunday July 12, 2020 will see the launch of the latest QUT graduate story, featuring for the first time, a current student named Kat Dorante, who is undertaking a QUT Law and Business double degree.

“Both QUT and BCM appreciate that success happens throughout each student’s individual journey and not just after graduation and felt it important to embody this in this year’s campaign,” he says.

Dorante grew up in the remote North Queensland town of Mission Beach before moving to Brisbane to study at QUT.

At first, she was unsure of what career to choose but she knew that she wanted to help and empower the Indigenous community.

Through her study at QUT, Dorante has had the opportunity to gather real-world learning and experiences through a study exchange in Canada and a trip to Bangkok for a UN Peace Summit.

QUT has also helped prepare her for a paid internship, at Gadens law firm in Brisbane. She now has ambitions to work in social justice and to give back into her Indigenous community.

“At QUT, we are very proud of our track record of helping students achieve real-world success,” QUT executive director marketing and communication Xavier Amouroux says.

“Success can be measured differently for individual students and their ambitions. For some it’s a high-profile career in a well-known company or working in an exciting international location and for others it is about making a real difference closer to home.

“Kat’s unique story celebrates her Indigenous culture and her goal to use her skills and knowledge developed during her time at QUT to make a positive impact on her community.

“Our aim is to highlight these real individual stories as part of our long-running ‘The University for the Real World’ brand campaign.”

Cornwell says QUT should be applauded for its long-term commitment to the ‘The University for the Real World’ brand platform which differentiates the university as a market leader in the higher education sector.

“We’re very proud to have worked with QUT since the inception of this brand positioning and we’re delighted with this year’s refreshed approach to telling these stories,” he says.

Credits

Client: Queensland University of Technology (QUT)
Executive Marketing and Communication Director: Xavier Amouroux
Associate Director, Marketing and Recruitment: Leanne Cain
Associate Director, Brand and Digital Communications: Natalie Ryan
Indigenous Marketing and Communication Manager: Renita Anderson
Visual Communication Services: Olivia Muir
Photographer: Sonja de Sterke

Creative and Media Agency: BCM
Managing Director: Paul Cornwell
Senior Art Director: Mike Rolfe
Senior Copywriter: Nick Ikonomou
Broadcast Producer: Shane Ford
Broadcast Producer: Holly Hayes
Senior Account Director: Christine Malek
Senior Account Manager: Angela Rogers
Director, Media and Engagement: Chris Platt
Manager of Media: Laura Furness
Senior Engagement Strategist: Dave Mooney

Production Company: Taxi Film Production
Post Production Company: Chop Shop Post
Director: Lav Bodnaruk
1st AC: Brendon Isaac
Editor: Lav Bodnaruk
Online Editor: Glenn Cone
Colorist: Caleb De Leon
Music: Mark Watson
Sound Design: Ross Baten
Retouching: Derek Leong

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