TAFE Queensland launches greatness campaign via CHEP

14 October 2021

Creative Agency: CHE Proximity

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Featuring music from RÜFÜS DU SOL.

TAFE Queensland and CHE Proximity have launched a new campaign to democratise greatness at a time of uncertainty.

The campaign line ‘You define your greatness’ sits under the enduring ‘Make Great Happen’ brand platform and runs across all channels.

Featuring real TAFE students, graduates and teachers, the campaign was filmed across Queensland by Tristan Houghton from Taxi Films and features music from RÜFÜS DU SOL.

It will run until the end of February across TVC, Cinema, OOH, OLV, digital, social and radio.

TAFE Queensland is the largest Vocational Education and Training provider in Queensland. Director of marketing Marielle Wallin says its purpose is to change lives for the better.

“We are continually innovating and we launch this new work to prompt a reappraisal of TAFE Queensland, to inspire people to have a positive impact in their own lives and in their community.”

Wallin says 139 years down the track, TAFE Queensland is still committed to ensuring “students gain the skills they need to change their lives and build lifelong careers”.

CHEP managing partner, creative, Marianne O’Brien says the campaign questions the concept of greatness.

“We wanted to democratise greatness and encourage people to do what feels right for right now,” says O’Brien.

“Greatness is not about the big house and the big job, it might be running your own business, finding meaning in your work, or simply being a provider but also having time to spend with your kids.”

The campaign is supported by targeted messaging on the progressive study areas and course flexibility that allows students to pivot, whatever stage of life they’re at.

Client: TAFE Queensland
Marielle Wallin - Director, Marketing
Kylie McLeod - Campaign Manager
Ned Stevenson - Creative Strategist
Brooke Pearson - Senior Campaign Officer
Kristen Skinner - Senior Marketing and Content Officer

Agency: CHEP
Cristian Staal & Marianne O’Brien – Managing Partners - Creative
Christie Luxton – Assoc Creative Director
Sal Borzillo – Art Director
Mel Ashman – Executive Producer
Katrine Bowman – Agency Producer
Katie Peacock – Strategy Director
Christine Gannon – Managing Partner
Dean Matejcek – Senior Account Manager

Production Company - Taxi Films
Director - Tristan Houghton
Producer - Simone Mackie
Post: The Post Lounge
Editor: Annika Damon
Sound: Rosco Audio

Media Agencies: Mediacom & Rapid Media

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