Credit: Atomic 212°
Atomic 212° has tied Flinders University to the final season of Stranger Things with a campaign designed to push the university deeper into youth culture.
The work uses the agency’s Fearless Media Moments approach and supports Flinders’ “They Say / We Say” brand platform.
It targets 16-to-29-year-olds during Netflix’s season five rollout and runs across online video, streaming platforms, OOH, cinema and search. Herd MSL handled PR.
Flinders has also folded the campaign theme into its Diploma in Digital Content Creation.
Atomic 212° senior strategist Jan Janas said the aim was to position Flinders as a cultural player rather than a traditional higher-education advertiser.
“The ‘They Say / We Say’ creative platform gave us the perfect voice to flip clichés and show that Flinders doesn’t just follow trends, it shapes them,” he said.
“We wanted to move Flinders from talking about the future to leading culture.”
Flinders CMO Bev Bury said it was exciting to see the results of partnering with Atomic 212°.
“Our teams have proven that higher education advertising can be fearless, relevant, and exciting,” she said.
Head of brand Meghann Reeves said Flinders wants to sit squarely in culture.
“Flinders University stands firmly at the crossroads of culture and creativity and we’re not afraid to make an impact,” she said.
“Being culturally relevant, engaging and undeniably playful isn’t just a goal for us, it’s our mandate.
“When this media strategy hit the table, we instantly recognised its potential to become a powerful, fully immersive 360-degree brand moment.
“This initiative doesn’t just speak to innovation, it embodies it, through ground-breaking activations, boundary-pushing creative and bold collaborations with our own academics.”
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