Curtin University launches first major brand campaign in over five years via AnalogFolk Sydney
Curtin University has this week 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 said 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. 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 said 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. 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 added 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. 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.
Says Mao: “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. 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
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
9 Comments
Is there a flicker of joy on campus these days or are all Uni students so maudlin, morose and concerned? Surely you can communicate a bright future and have a bit of fun with it. Seriously, why are Uni ads so serious?
This is so insulting – to take the budget out of WA, and then come back with painfully mediocre work like this. I wouldn’t mind if it wasn’t the usual uni wallpaper, but it is: Tragically forgettable, earnest self-pleasuring. It’s an FU to Curtin grads too. By going over east, what are we saying about our own graduates right here in WA? They deserve better. Curtin deserves better.
As a Curtin graduate and a Perth native, I have no issue with this. Universities prepare students for career opportunities and it may come as a surprise to some, but such career opportunities may lead them to work outside of Western Australia!! That includes places like Sydney, but also London, New York etc… If you have an opinion on the work, that is one thing, but being hateful of Curtin’s choice of where they allocate work, thinking that all Curtin students are from WA and stay in WA and that there are not world leading companies and creative outside if WA is ignorant.
If this is the calibre of the work the Curtin Uni marketing department is approving, the eastern states can have it. Thin idea, poorly executed. At least the casting was diverse.
Kinda disagree…if it’s a lame multi-million dollar shoot then is should be OUR waste of money and not let the east have it.
Change is here. We will indoctrinate you with woke bullshit.
So sorry – what’s the Sydney agency providing that a WA one can’t?? Totally predictable ad and strategy – meh.
You hit the nail on the head @Curtin Graduate, regardless of the creative merits of this ad, at least we could’ve managed to keep work, intern opportunities, and more jobs for more creatives in WA. As a Curtin School of Design graduate myself, a Curtin guest lecturer for over 10 years and a stint as a part-time Copy Lecturer for the School of Design (as well as the creator of the decade-old ‘Make Tomorrow Better’ tagline which they STILL use and co-creator of the StudentBox program that ran for a full decade), this one feels particularly galling.
Especially as the WA agencies I’ve worked at have collectively worked on international and local branding and digital campaigns for the University of Sydney, Macquarie University, Murdoch University, ECU University and TAFE NSW. I guess we just don’t have that ‘it’ factor.
This is a good spot.
It has a clear, positive vision for all of us during a profoundly confusing moment in history. And importantly, that message is central to the university’s founding principles.
The creative isn’t overly brave or groundbreaking – but it is needed, and it’s inspiring. That is, I don’t think we should be tearing down the approach.
That said, I do think this should have been a full WA production. To the East Coasters, please check out these WA production houses. All production including post was done locally for similar scale university brand ads:
https://lastpixel.com.au/portfolio/uwa-pursue-impossible-2/
http://siamese.com.au/project.html?id=149&rel=production