Bond University launches new brand platform via VMLY&R and Wavemaker
Bond University, in partnership with VMLY&R and Wavemaker, is connecting the ways Bond is ‘for’ students in its latest campaign, ‘We Exist For You’.
The new platform follows extensive research and a new brand strategy created by VMLY&R, serving to highlight the intentionally different university experience students benefit from at Bond and how it unlocks their full potential.
“With high touch, personalised learning, Bond University nurtures students like no other, so no one slips through the cracks and every graduate excels,” said associate director of brand and marketing, Rachel Hannah.
“We need prospective students to understand why our unique model will benefit them and help them be the best version of themselves for future success.”
Directed by Toby Morris and produced by 3P, the campaign plays out in a fantastical video game-esque dream sequence, as a student flies through different ‘worlds’ – each a visual metaphor for how Bonds supports its students in reality.
Featuring 30″ and 45″ spots, the campaign is also supported by an integrated marketing strategy from Wavemaker, with executions rolling out across cinema, connected television, online, out-of-home and social media – including WeAre8.
VMLY&R executive creative director Benjamin Davis said the campaign not only highlights Bond as being deliberately different, but also stands out as different in market.
“We brought the Bond difference to life visually by creating something a bit different for the category,” he said.
“From shots of the stunning Bond campus to elaborate VFX, the resulting film’s energy is relentless. We even played with a bit of messed up Mozart to boot.
“The goal was to stay true to Bond’s “Stand Out” brand platform, with a piece of work that does just that.”
Lily Nielsen, client and performance partner at Wavemaker, said: “We used the latest innovation in media planning and buying technology – AI-powered purchase journey planning, attention metrics, and attribution modelling – to identify the channel mix that would help drive awareness and consideration for Bond. The result is a campaign that reaches prospective students throughout their purchase journey, ensuring we have the right blend of highattention and high-engagement channels.
“We’re also proud to be the first university partner in Australia to activate with WeAre8 – a social media platform that aligns with the campaign’s values of inspiring and empowering people to do good in the world.”
Credits
Bond University
Cheryl Joliffe, Vice President, Future Students
Shannon Tricklebank, Director, Brand and Marketing
Rachel Hannah, Associate Director, Brand and Marketing
Carly Stevens, Marketing & Campaign Specialist
Fereti Masoe, Manager, Brand and Creative
Creative Agency: VMLY&R
Benjamin Davis, Executive Creative Director
Cameron McDonald, Senior Art Director
Shaun McMahon, Senior Copywriter
Andrew Kolb, Head of Strategy
Ingrid Postle, Senior Account Director
Natasha Kent, Senior Account Manager
Katie-May Hollett, Producer
Mignon van Weeren, Head of Production
Michelle Short, Head of Workflow
Santi Drane, Head of Studio / 3D Illustrator
John Shard, Studio Operator & Retoucher
Production: SPRY Films
Toby Morris, Director
Miller Best, DOP
Carol Gesser, Producer
Mark Thomas, Head of Production
Post-Production: 3P Studio
Haley McDonald, Managing Director
Cornelius Ionescu, General Manger
Gwyn Dixon, Animation Creative Lead
Cameron Hock, Editor
Heath Plumb, Senior Sound Designer
Composer: Ack Kinmonth
Media: Wavemaker
Jane Sullivan, Managing Director
Lily Nielsen, Client and Performance Partner
Carragh Simpson, Client and Performance Manager
Kate Piercy, Client and Performance Manager
Alexandra Smith, Client Executive
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