ECU builds bridges to the world in latest ‘World Ready’ campaign via 303 MullenLowe, Perth
Edith Cowan University (ECU) has launched its new brand campaign ‘World Ready’, created by 303 MullenLowe Perth, to show how an ECU education is the bridge connecting students to the rest of the world.
And for the first time, the University is featuring its research in a corporate-level campaign, reflecting ECU’s growing world-class research output and reputation.
The television commercials launching on Sunday evening (19 May 2019) showcase the iconic Chancellery building on ECU’s Joondalup Campus and six bridges from around the world: Sydney Harbour Bridge; Millennium Bridge, London; Golden Gate Bridge, San Francisco; Chain Bridge, Budapest; Lupu Bridge, Shanghai, China and locally, Perth’s newest bridge, the Matagarup Bridge.
Says Julia Turner, brand and marketing director, ECU: “’World Ready’ means we prepare our students to take on the world. We’re the bridge between where they are now and where they might want to go in the world.
“And we can do that because ECU is one of the world’s best young universities; the top public university for undergraduate teaching quality in Australia and one of the best for skills development and student experience.“
Says Richard Berney, executive creative director, 303 MullenLowe, Perth: “The beauty of this idea lies in its simplicity. It illustrates how ECU’s academics, researchers, facilities and industry connections work in unison to produce the kinds of brilliant minds and ideas that the world truly needs.”
ECU’s world class research is represented by Professor Mel Ziman, who made headlines around the world last year after the Melanoma Research Group developed a blood test to detect the deadly cancer in its early stages.
The West Coast Eagles CEO Trevor Nisbett also features. Through a partnership with the Eagles coaching staff, ECU researchers and students have gained valuable access to the club for research projects and Work Integrated Learning opportunities.
‘World Ready’ builds on ECU’s previous campaign, ‘ Get Ready’, but is differentiated by the use of the bridge metaphor and a new international focus.
The campaign will include executions across outdoor, digital, TV and print.
Edith Cowan University
Director of Brand and Marketing: Julia Turner
Manager, Digital Marketing and Analytics: Andrew Dunbar
Manager, Brand, Marketing and Creative Services: Debbey Jones
303 MullenLowe / Mediahub
ECD: Richard Berney
Creative Director: Chris Swift
Art Director: Bianca Galan-Dwyer
Head of Design: Vinay Chhana
Senior Designer: Alby Furfaro
Senior Designer: Andrew Allingham
Designer: Jake Ransom
Client Services Director: Todd Baker
Business Director: Charnre Heiberg
Business Executive: Ashleigh Glenister, Paula Helander
Planning Director: John Linton
Group Producer: Rozanne Fretz
Finished Art: Phil Chapman, Suzanne Whoston
Digital Technical Director: Alex Graham
General Manager Mediahub: Rene Migliore
Digital Media Director Mediahub: Sasha Neame, Kylie Macey
Media Executive Mediahub: Sophie Park, Meg Handley
Production Company: Siamese
Director: Merlin Eden
Producer: Francesca Hope
Production Manager: Claire Baronas
Head of Production: Wil Manning
DOP: Patrick O’Sullivan
VFX: Andrew Buckley
Music Composition: Ian Berney
Audio Production: Cue Sound
Sound Designer: Nick Gallagher
Photographer: Luke Carter Wilton
6 Comments
Look’s slick, as usual. However, while some kids leaving school may have dreams of grandeur in a far-flung metropolis, the average Western Australian simply wants to study something they partially enjoy which will enable them to make a living in their own hometown.
Why do our Universities constantly shove down youngsters throats all of this hyperbole about being the missing link between an idea and world domination? All the Marketing campaigns for ECU, UWA , Murdoch and Curtin are essentially the same – “we’re your ticket out of Perth”.
90% of people go to University to enable them to make a living in their home city, with their family and friends. It should be incumbent on Universities to carve out more job-geared degrees than snake oil salesmanship.
I think you’re missing the point. ‘The whole world’ is inclusive of a student’s dreams, be it local or international.
In striving for a more lyrical or metaphorical way of telling that journey, it doesn’t make this snake oil salesmanship but rather an inspirational nod towards student’s dreams in general.. rather than just a dry straight factual or hard sell version.
Nice work ECU/303, Will this advertising be used internationally?
A bridge has no allegiance to either side. Les Coleman And so do I.
My mind went straight to bridging courses at uni…
@Jim – I see the point entirely and I just think it’s been done to death. Copies UWA directly. The ethos is the same for all the other Unis.
Maybe it’s because our Universities pump out Law Degrees to green kids who have no idea that after their 6 years is done there’s no demand in WA for more lawyers, so they either go over East or Over Seas or do ANOTHER degree to get an actual decent job.
Then there’s the point we need our best minds to stay here and help build this city and state, not run off around the world chasing the wind.
This campaign is definitely meant for use in Asia, specially India.