ECU launches new brand platform ‘Creative Thinkers Made Here’ via 72andSunny ANZ
Edith Cowan University has announce the launch of its new brand platform ‘Creative Thinkers Made Here’, which centres around the importance of creative thinking in today’s world. The brand was developed by creative agency 72andSunny.
At the heart of the new campaign is the belief that creativity is not just a talent that some people possess, and others don’t, but rather a skill that ECU can teach, develop and nurture.
By embracing a culture of creative thinking, ECU hopes to inspire its community to think more critically, ask more questions and embrace innovation to develop more creative solutions to the complex problems of the age. From Engineering to Business, Science to Nursing, creative thinking is an integral part of the University’s approach to teaching and learning.
Celebrated in a major campaign, it launches with a mixed-media film directed by Simon Robson and multiple teams of animators, designers and illustrators from Melbourne, Sydney, Perth, Brooklyn and Los Angeles. The campaign will position ECU as a contemporary university that not only values traditional theory but encourages a mix of innovation, imagination and real-world experience.
Says Julia Turner, director of brand and marketing at ECU: “The new campaign will showcase ECU as the go-to university for contemporary learning, real-world innovation and a place where students are primed with the most valuable skill that so many employers are looking for today – creative thinking. The process was one of the most collaborative we’ve been through and we’re thrilled to see it in the real world.”
Says Andy Flemming, Wordy McWordSpurt of 72andSunny: “As ECU has a very creative and future-forward mindset, it deserved something a little different. After all, if each course has creativity baked in – it was appropriate to represent that with different forms of animation, design, illustration and game design. We couldn’t be happier with the result, and that’s a testament to just how amazing the ECU team was. They were a dream.”
The campaign includes a complete brand redesign, outdoor, radio and digital executions.
Says Turner: “We are also delighted with our Perth agencies, Rare with Hearts &Science, who have played an important role partnering with ECU and 72andSunny to bring the campaign to life across a wide range of disciplines and multi-faceted media channels. They have undertaken a mountain of work in a very short time period, for which we are extremely grateful.”
Says Callum Mackenzie, managing director, Rare/Hearts & Science: “It’d be an understatement to say how excited and busy we have been to work with ECU’s new brand platform and strategic positioning over these past months, bringing it to life across a multitude of touchpoints. This is just the beginning with so much opportunity ahead. Well done to the extended ECU team – it has been a true team effort to get to launch.”
Client: Edith Cowan University
Lead Agency: 72andSunny
Perth Agency: Rare
Production: Mcfly Films
Director, Simon Robson
Exec Producer, Dave Kelly
Shoot Producer, Jonas Mclallen
Design/VFX/Animation/Posty, The Cactus Stone Co.
Music and Sound design
‘Creative Thinkers are made here’ as WA uni snubs WA Creatives and local graduates to use a Sydney lead agency.
Ok so I know I bang on all the time about seeing the credits, but for such a massive production could we please have a full list of all the talented people who worked on it? The ad is all about ‘creative thinkers’ but we neglect to tell anyone who the creative thinkers behind the campaign are. Please…
What is it with WA universities and shite generic TVCs produced by the genius folks over east? I’m serious, can we have a discussion about this. There is some reason that marketing managers think they need to go east to get this average result. Why? I would really love to here from someone at ECU or Curtin.
Curtin – same ad – different day … https://www.youtube.com/watch?v=8G6cqdkyDXU
And how is it any different from this: https://www.youtube.com/watch?v=uEGPVqOYYN0
How is it that these marketing departments are able to get away with this?
Looks like a cool bank ad.
Hey @can someone explain, have you ever presented work to a university marketing department? If you had, you’d know exactly why these ads are so similar. All universities have the same brief, and all creative concepts eventually need to be approved by a committee of academics. They need to see diversity, positivity, new technology, flexibility, hope for the future, etc. There are certain proof points that are non-negotiable. The only Aus uni brave enough to not follow this formula is Monash and their campaigns are amazing. This work could have come from anywhere in the world and ECU would still have the same ad. But, to your point, yes, this could easily have been done by a local agency, and probably should have been.
Got to love a tv led idea and all the money spent on production.
I have spent many hours fighting with uni marketing managers to try and break the formula – but my point is why did they need to go east to get this generic campaign. How do they justify it in their own heads? If we could understand that, we may have a better chance of getting Curtin and ECU back. There is some sort of disconnect here because it can’t be about the creative or the strategy, because there is nothing in the output that could justify the job loses that way.
Perhaps when Perth agencies and creatives can answer the question of why hiring east coast TVC directors and cinematograpghers is necessary to achieve results that are the same quality (but more expensive) than local directors and cinematographers will provide we may all understand why these things happen.
Every. Single. Part of that production, vfx, animation could have been done in this state… Yet, here we are again. Why are the local talents, post houses, animators and artists being overlooked for this level of work?
Talks about everything except the hottest tech innovation in the last 20 years – AI. Can’t be too innovative or creative if they left that out!
Rare are big supporters of WA production.
Are we sure that this isn’t a guerrilla recruitment campaign for IN WA? Kinda demonstrates once again the need for strong advocacy in this area.
Maybe WA agencies should do better *shrugs*
The whinging is strong in this one