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A letter from a mother leads the latest University of New England campaign

The University of New England has released its latest ad campaign which details the story of a young girl’s life narrated through a written letter from her late mother.

The letter encourages the young girl to adapt to the rapidly changing world and embrace the power of knowledge, even when her mother is no longer there to teach her.

Created by Engine, the ad aims to encourage young adults to study at the University of New England by showing the girls journey throughout her life and the role educations plays.

Tim Weger, managing director at Engine, said in a statement: “When UNE asked us to develop a brand campaign creative concept with exceptional cut through potential, we knew we had a very special opportunity in front of us.  It really was a dream brief.

“One of the most appealing things about this brief for our team was UNE’s wish to communicate in an adult to adult tone; an instant differentiator in a sea of adult to child university communications.”

The campaign is set to run across mediums including TV, cinema, magazine, digital, social and in flight.

Kory McAvoy, creative director at Engine said the ad aims to highlight the importance of resilience and human experience.

“It is about what connects us, drives us and defines us. It has been successful in creating an emotional connection with the viewer because it enables them to see themselves in it, and that can be very powerful,” the creative director added.

Credits:

  • Creative Agency: Engine
  • Kory McAvoy – Creative Director
  • Tim Weger – Managing Director
  • Jessie Jordan – Senior Creative
  • Mark Smith – Head of Copy
  • Sarah Deery – Account Director
  • Megan Le-Nguyen – Graphic Designer
  • Client: UNE
  • Anthony Smith – Executive Director of Marketing and Strategic Development
  • Sarah Wilson – Manager Market Engagement
  • Research Agency: IQ Branding.asia
  • Director – Geoff Hall
  • Production Company: Taxi Films
  • Director – Nick Robertson
  • DOP – Ben Shirley
  • Producer – Simone Mackie
  • Post-production Company: The Post Lounge
  • Sue Schweikert – Offline Editor
  • Kali Bateman – Colourist
  • Brock Smith – Producer
  • Music composition: Ack Kinmonth
  • Media Agency: Carat Sydney
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