Bond Uni campaign stands out from ‘bland, formulaic’ education ads, says agency
Digital ad agency Pusher has launched its first campaign for Queenland’s Bond University after winning the account last year.
A TV ad directed by Paul Giggle and shot in Australia, London, Singapore and India shows how people come together – or bond – in different ways, echoing the university’s ‘Come together, go beyond’ slogan. Digital, cinema, outdoor, radio and press were also used.
“University communication can be very bland at times following the same old formula. By communicating their philosophy, Bond is showing what they stand for as a brand,” said Kim Hopwood, MD of Pusher.
Valerie Runyan, executive director of marketing and recruitment at Bond University, added: “We believe the campaign encapsulates Bond’s unique student experience. The on campus experience, the support from the academic staff, the skills learned and the bond that is created stays with our graduates throughout their life and supports their enthusiasm to achieve.”
Nice copywrighting.
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Right…What exactly again “do they stand for as a brand”?
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Showing real life examples of students particiapting in ‘worldy’ style activities is standing out from the bland formula? Huh?
Bond University used to have stand out advertisements, but now?
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Young people succeeding in fancy international locations
Hats being flung in the air at graduation
Cliche motherhood statements about achievement and community
Yeah, this breaks formula…. sure…
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Paul Giggle…he definitely had a laugh travelling the world to shoot that spot.
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“Bond” gives a nice and cosy feeling. Nice to have but is that what the students care the most about when choosing their uni?
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A bit vanilla for me.
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Didn’t see how it stands out that much compared to, say, Murdoch University’s ad recently https://www.youtube.com/watch?v=lgdF7OAcwwk
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I thought they could have done a little more and actually sell the university, but it’s not too bad. I would have focussed on the fact that past students seem love the university and are not afraid to tell people about it and the world class education it provides.
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I think Pusher missed the mark on what ‘together beyond’ means for Bondies. Beautiful videography, in parts, that could be work for any product category.
If the creative was a journey of students working and socialising together at Bond, and then concluding with the same individuals collaborating together in the workplace – to me, that is ‘together beyond’. Granted, this is a much better direction than previous work but it does sums up work of a digital agency, not a creative agency.
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