‘SEEK WISDOM’ motto for a modern era: The University of Western Australia launches a new brand positioning campaign via The Brand Agency
The University of Western Australia has launched a new brand positioning campaign inspired by its motto since 1911 – “Seek Wisdom”.
“Seek Wisdom” showcases the authentic experiences and work of current UWA staff and students to make a difference to communities and tackle the grand challenges of our time. As the only top 100 university in WA and a leader in research and innovation, the university’s staff, students and alumni are well placed to to make a global impact.
Competition for students in tertiary education in WA and globally has never been greater. The current COVID-19 environment reinforces the uncertainty students face with an ever-changing global landscape. Universities must demonstrate that they offer both the academic pedigree and high-quality teaching needed to prepare students for careers of the future while also helping them change the world for the better.
“Seek Wisdom speaks to the aspirations and potential of this next generation of leaders, while also resonating strongly with our current staff, students and alumni in reflecting the rich culture of The University of Western Australia,” says Owen Davies, Chief marketing Officer at UWA. “We needed a cost-effective brand positioning campaign aimed at helping us recruit more students to the University in the short term. Through this campaign we want our community to understand that UWA is modern and progressive, offering practical learning and great life experiences that prepare students well for their future career.”
“While Seek Wisdom pays homage to our strong and enduring reputation, it also shows that we are industry-connected, innovative and welcoming with an inclusive student community.”
Dean Hunt, Executive Creative Director at The Brand Agency said, “UWA recognises that the world needs our next generation of leaders to be not just smart, but wise. This campaign redefines what wisdom means today. No actors, no make-up, no wardrobe – just real students on their supported educational journey in a rapidly changing world. A huge thank you to all those involved.”
The campaign launches with two films “What is Wisdom” and “Wisdom working” supported by seven behind the scenes films showing the real stories of current UWA students in their own words. The films are running in WA in May and June on TV, streaming services and social media, followed by further media coverage locally and internationally later in 2020. The brand platform is supported by a refreshed brand identity guideline and campaign landing page at www.uwa.edu.au/seek-wisdom with a content hub designed and developed by The Brand Agency.
Lauren Britton, Senior Account Director at The Brand Agency says “It is rare to work on a brand platform that is 109 years in the making, but is still strategically relevant, empowering and resonant with the experience of students and educators in today’s world.”
Joe Purdy, Client Director at Carat says, “It was a privilege to work with the UWA client team and The Brand Agency in partnership, providing media planning and buying services and contribute to what we believe will be a highly impactful campaign for UWA. Great campaigns also need visionary clients, and we’re grateful for Owen Davies, Nicole Bolton, Bree Reid and Emma Dennis bringing all of this together to make it happen.”
To authentically reflect the UWA experience, the campaign features UWA students and graduates filmed on-campus. On the day that The Brand Agency filmed recent graduate Laura Johnston at her work placement at Sir Charles Gairdner Hospital’s emergency department, WA received its first case of COVID-19 one hour later. In the current environment, it is clear that the world needs wisdom more than ever.
The University of Western Australia
Chief Marketing Officer: Owen Davies
Manager, Marketing Campaigns: Nicole Bolton
Brand Officer: Bree Reid
Marketing Officer: Emma Dennis
Production Company: King Street and Rhythm Content
King Street Producer: Caitlin Jacobs
Rhythm Content Producer: Gemma Rule and Lauren Elliott
Director and Cinematographer: Matsu
Offline Editor: John McGovarin
Sound Studio: Envelope Audio
Music Composer: Ned Beckley
The Brand Agency
Executive Creative Director: Marcus Tesoriero
Creative Director: Dean Hunt
Head of Art: Nathan Teoh
Copywriter (Content / Website): Anneliese Sullivan
BTS Videographer and Editor: Julien Solecio
Head of Technology: Paul Hamilton
Technical Lead: Edin Livnjak
Head of Design: Dan Agostino
Senior Designers: Janice Law, Carly Groves
Digital Designers: Luke Lucas, Clayton West
Strategic Director: Hannah Muirhead
Senior Account Director: Lauren Britton
Account Director: Sandra De Witt
Media Agency: Carat Australia
Strategy Director: Dick Laurie
Client Director: Joseph Purdy
Client Executive: Lauren Overton