Celebrating the uniqueness of the on-campus experience.
Engine's latest campaign for the University of New England taps into the insight that at UNE, students enjoy a distinctive regional campus experience that’s full of history.
The campaign seeks to highlight and celebrate the uniqueness of the on-campus experience in Armidale to UNE’s school leaver market, including the history, architecture, landscapes and collegiate atmosphere.
Engine Group managing director, Tim Weger, says this new local campaign complements the national campaign the agency developed for UNE’s online offer, through a powerful narrative and emotive cues.
“Our Alumni cohort, and our wider community across the New England, North West, and North Coast of NSW were top of mind in the development of this campaign – to clearly distinguish the atmosphere and experience offered at UNE Armidale, and recognise that we have something very special here," he said.
"UNE’s extensive history of 5 star ratings from the Good Universities Guide, which is unmatched by any other public university in Australia, also recognises that fact."
Anthony Smith, executive principal – brand, partnerships and business development at University of New England, said the campaign line 'Let our history shape your future', developed by Engine alongside the UNE team, beautifully encapsulated the history narrative.
"While still sitting seamlessly within UNE’s Future Fit branding," said Smith.
The campaign aligns with UNE’s 70 year anniversary coming up in 2024, which is being celebrated with an extensive range of on-campus and community engagement events.
Mike Fritz, Engine Group creative director, said bringing to life the romance of the UNE on-campus experience was paramount in this campaign.
"A pride piece for current students, alumni and staff, as well as a warm invitation to those considering their next chapter. This campaign will surely inspire the next generation of great leaders to come through the doors of their historic Booloominbah House," he said.
The multi-channel campaign will run across TV, cinema, outdoor, digital, social and events.
Creative Agency: Engine Group
Creative Director – Mike Fritz
Senior Creative – Mark Smith
Managing Director – Tim Weger
Senior Account Executive – Saxon Squire
Production Company: Taxi Film Production
Executive Producer – Andrew Wareham
Director – Tristan Houghton
Producer – Justin Lyons
DOP – Mark Desiatov
1st AD – Bruce Truong
2nd Unit – Ken Kimura
Gaffer – Beau Selwood
Hair & Makeup artist – Pip Ryan & Meg Reynolds
Runner – Lucy Crowley
Post Production Company: Traffic Film Production
Editor – Mitch Young
Post Supervisor – Jill McMahon
Sound design – Ross Batten
Sound producer – Sarah Ritchie
Grade – Kali Bateman
Photographers – Alex Buckingham and John Nguyen
Retoucher – Derek Leong