QUT tells the journey of real students through slam poetry via BCM Group

5 July 2021

Creative Agency: BCM Partnership

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The Real World Starts Here campaign was directed by Mark Toia.

A new campaign by Queensland University of Technology (QUT) via BCM Group takes QUT’s long-established ‘Real World’ positioning to the next level in a fast-paced and striking visual narrative that follows the journey of real students on their epic race to success.

Directed by filmmaker Mark Toia, The Real World Starts Here campaign, delivered as 30 and 60-second films, is timed to the voice of a young slam poet, who’s words carry us from the students' very first day, through a dynamic series of student experiences on campus and out in the world, to a crescendo of career excitement and reward.

QUT executive director of marketing and communications Xavier Amouroux says it was important for this year’s campaign to bring new meaning to the real world that spoke to the university’s practical hands-on learning environment and demonstrated how the QUT student experience differed to other universities.

“We created this campaign to show students that we really can match their aspirations and ambition," Amouroux says.

"That their futures will be bright, and QUT is positioning itself as the university for the real world."

BCM creative duo Nick Ikonomou and Mike Rolfe say slam poetry was the perfect way to write a script that embodied the energy and excitement of students making a mark on the post-pandemic world.

“It’s been a welcoming challenge to forge a new campaign that takes QUT’s long-established ‘Real World’ positioning to the next level. It’s a big hit of energy, attitude and unashamedly reaffirms QUT as the leaders in real-world learning,” they say.

BCM managing director and partner Phil McDonald says bringing the campaign to life was a collaborative process with the QUT team.

The work zeros in on the unique, competitive advantage that QUT has over competitors, taking the form of an amazing film and a range of digital assets that will cut through on screens of all shapes and sizes and right throughout the consumer journey,” McDonald says.

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
Marketing Consultant: Ben O’Grady
Senior Manager, Student Recruitment: Katie Sevil
Visual Communication Services: Olivia Muir
Creative and Media Agency: BCM Group
Managing Director & Partner: Paul Cornwell
Managing Director & Partner: Phil McDonald
Senior Art Director: Mike Rolfe
Senior Copywriter: Nick Ikonomou
Broadcast Producer: Holly Hayes
Senior Account Director: Christine Malek
Director, Media and Engagement: Chris Platt
Manager of Media: Laura Furness
Senior Engagement Strategist: Dave Mooney
Production Company: Zoom Film & TV
Postproduction Company: N/A
Producer: Keri Grant
Director: Mark Toia
1st AC: Cameron Clark
Editor: Mark Toia
Online Editor: Mark Toia
Colourist: Mark Toia
Music: Earthquake by Ryan Taubert
Sound Design: Ross Batten
Retouching: John English

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