BCM Group highlights student journeys in new Griffith University campaign
BCM Group has launched a new iteration of Griffith University’s Make it Matter brand platform, showing how each student will contribute to their chosen field of study.
Directed by Griffith Film School alumni Maeve McKenna, the campaign highlights the university’s focus on delivering a purpose-driven student experience and features the stories of 10 current Griffith students.
BCM Group creative director Shaun Egan said: “Griffith students are so driven and determined; their stories really make you reflect on your own purpose.
“Students like Jenni, a final year law student, committed to ending domestic violence. And Becky, an education student who wants to show deaf children their potential, just as her teachers showed her.
“The campaign is about students’ personal journeys, their purpose and the experiences that have led them to where they are now. It was these stories of real Griffith students that really drove the campaign and telling them authentically that makes it as strong as it is.”
Griffith University’s future students and strategic communications vice president Phillip Stork added: “The pursuit of purpose-driven careers with impact is what makes the Griffith student experience distinctive. These fantastic students are the embodiment of that. It’s been great to work with Maeve and the BCM team to bring these students’ stories to life.”
BCM Group head of account management Damien Musgrave said it has been special to work so collaboratively both with Griffith and the students themselves to create something truly unique to the category.
The campaign is currently live across south-east Queensland on television, cinema, out-of-home and digital channels.
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