Western Sydney University.
Western Sydney University is inviting future students to climb towards change in an activation via Curious Nation.
At the centre of the experience, two towering climbing walls standing 10 metres and 8 metres high created a landmark at the entrance to the university’s Parramatta campus, reflecting the ambition of Charge Towards Change.
Prospective students at WSU's Open Day were invited to climb either summit, choosing from different routes that represent the futures they might be moving towards.
Charge Towards Change is the university’s first brand platform in more than a decade and was developed in partnership with creative agency BMF.
Curious Nation managing director Stephanie Babin said the activation was designed to turn Charge Towards Change into something students could physically and emotionally connect with.
“We wanted to create an experience that didn’t just tell that Charge Towards Change story, but allowed students to feel it and importantly amplify their experiences with others,” Babin said.
“Climbing towards the summit became a powerful metaphor for what Western Sydney University stands for and what it enables its students to achieve.”
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