The University of Western Australia has revealed its first brand refresh in more than 40 years, with an integrated campaign produced in the state with the tagline “Pursue Impossible”.
The university's marketing team worked with agency partners at The Brand Agency, Rubis, and OMD WA on the campaign, which features TV commercials, and a re-cut online video.
It also features a redesign of its corporate collateral including a custom typeface and a microsite at www.pursueimpossible.com.au.
The film shows a young woman running forward at relentless speed though the streets of China, New York, Perth, and the wilderness.
“The key driver for our creative idea was the insight that it’s those people who strive to achieve the seemingly impossible who keep the world turning,” The Brand Agency's creative director, Craig Buchanan, said.
“We realised that rising to these challenges is a journey, so we wanted to tell a story of one person’s quest using the metaphor of a global journey battling the challenges of climate, stamina and environment.
“All that remained was to bring to life the idea of keeping the world turning, so we showed that when our hero female runner stops pursuing her dreams, the world stops with her.”
The campaign will launch in the WA market first, with TV, out of home, and online advertising all part of the media mix.
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