Curtin University has launched its first major brand campaign in more than five years, Change is Here, an integrated campaign created by AnalogFolk Sydney.
The campaign, which taps into young people’s desire to see real change in a world now defined by unprecedented uncertainty, is spearheaded by TV and is running across radio, outdoor, digital and social.
AnalogFolk strategy partner Ben Hourahine says the approach was based on extensive exploration of the brand, the market and students’ expectations.
“Change is up for grabs and young people are leading the chorus for it," Hourahine says.
"This is the generation who want real change and want to work on practical solutions to answer the problems we face, setting themselves up for future careers and making a better tomorrow for us all. This new brand platform will show them Curtin is the place to do that."
Curtin University director, brand and marketing Kate Jennings says the campaign captures the university’s core purpose of supporting students to make a real difference.
“As one of Western Australia’s most innovative, progressive and globally connected universities, we are in a fantastic position to inspire and nurture young minds," Jennings says.
"Whatever their passion, be it a career in research or their chosen industry, we see the potential in our students to create real change and make their mark on the world."
AnalogFolk executive creative director Richard Morgan says that the campaign aimed to capture a balance between the reality of current change and aspiration.
“In a world facing major social and environmental challenges, this generation has a sense of urgency that others haven’t. They’re getting restless," Morgan says.
"They refuse to believe that the challenges our planet face are just too big or too complex for them to make a difference. It’s up to all of us to step up and have an impact– and that’s what this new brand platform is all about."
The films were directed by Renee Mao, who recently joined Good Oil Films.
“As a Perth girl who has spent the last 10 years living abroad, I was immediately excited by Curtin’s genuine and active commitment to being a beacon for global positive change in the WA community," Mao says.
"It was important to us to capture the tangible optimistic energy embraced by the rising generation and I’m grateful for the opportunity to have brought my own perspective and creative vision to an authentic and empowering brand campaign."
Client: Curtin University
Kate Jennings – Director, Brand & Marketing
Caroline Howard – Deputy Director, Brand Marketing
Val Raubenheimer – Vice President, Corporate Relations and Development
Agency: AnalogFolk Sydney
ECD – Richard Morgan
Senior Art Director – Willy Maitland
Senior Copywriter – Alister McCann, Mike Burdick
Senior Designer – Robert Carter
Designer – Chloe Lai
Group Account Director – Jonny Sycamore
Project Director – Emily Entwisle
Strategy Partner – Ben Hourahine
Managing Director – Matt Robinson
Production Company: Good Oil Films
Director – Renee Mao
Executive Producer – Sam Long
Producer – Catherine Warner
DOP Perth – Patrick O’Sullivan
DOP Sydney – Ross Giardina
Editor – David Whittaker Arc Edit
Post Production – Blockhead
Production Design Sydney – Aaron Crothers
Production Design Perth – James Crombie
Sound – Sonar
Music – Sonar
Media Agency: Longreach
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