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‘Change Is Here’ in Curtin University’s first campaign in five years via Analog Folk

Curtain University has launched its new integrated ‘Change Is Here’ campaign, the uni’s first major brand campaign in more than five years.

Created by Analog Folk Sydney, the campaign looks into a desire from young people to see and make real change in a world shrouded in uncertainty.

Curtin University TVC

“In a world facing major social and environmental challenges, this generation has a sense of urgency that others haven’t,” said executive creative director at Analog Folk, Richard Morgan.

“They’re getting restless. They refuse to believe that the challenges our planet face are just too big or too complex for them to make a difference.

“It’s up to all of us to step up and have an impact– and that’s what this new brand platform is all about.”

Analog Folk’s strategy partner, Ben Hourahine, added his agency’s approach came after extensive research on the brand, the market and expectations of its students.

“Change is up for grabs and young people are leading the chorus for it,” he said.

“This is the generation who want real change and want to work on practical solutions to answer the problems we face, setting themselves up for future careers and making a better tomorrow for us all.

“This new brand platform will show them Curtin is the place to do that.”

Curtin University’s director of brand and marketing, Kate Jennings, said the campaign is designed to show the university’s core purpose of helping students realise their ability to make change.

“As one of Western Australia’s most innovative, progressive and globally connected universities, we are in a fantastic position to inspire and nurture young minds,” Jennings said.

“Whatever their passion, be it a career in research or their chosen industry, we see the potential in our students to create real change and make their mark on the world.”

The campaign will run across TV, radio, outdoor, digital and social, and the campaign films were directed by Renee Mao, a recent hire at Good Oil Films.

Mao said she embraced her Perth upbringing when putting the film together.

“As a Perth girl who has spent the last 10 years living abroad, I was immediately excited by Curtin’s genuine and active commitment to being a beacon for global positive change in the WA community,” she said.

“It was important to us to capture the tangible optimistic energy embraced by the rising generation and I’m grateful for the opportunity to have brought my own perspective and creative vision to an authentic and empowering brand campaign.”

Credits:

Client: Curtin University
Kate Jennings – Director, Brand & Marketing
Caroline Howard – Deputy Director, Brand Marketing
Val Raubenheimer – Vice President, Corporate Relations and Development

Agency: AnalogFolk Sydney
ECD – Richard Morgan
Senior Art Director – Willy Maitland
Senior Copywriter – Alister McCann, Mike Burdick
Senior Designer – Robert Carter
Designer – Chloe Lai
Group Account Director – Jonny Sycamore
Project Director – Emily Entwisle
Strategy Partner – Ben Hourahine
Managing Director – Matt Robinson

Production Company: Good Oil Films
Director – Renee Mao
Executive Producer – Sam Long
Producer – Catherine Warner
DOP Perth – Patrick O’Sullivan
DOP Sydney – Ross Giardina
Editor – David Whittaker Arc Edit
Post Production – Blockhead
Production Design Sydney – Aaron Crothers
Production Design Perth – James Crombie
Sound – Sonar
Music – Sonar

Media Agency: Longreach

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