Deakin challenges people to ‘Think Young’ in new campaign from The Royals

Deakin University has launched its first brand campaign in more than three years, created by independent agency The Royals, which won the creative duties last year.

The integrated campaign, titled ‘Think Young’, includes two videos which feature a young man standing in front of neon-coloured pillars as he is faced with the need to choose ‘convention’ or ‘invention’.

“We wanted to create a campaign that was a distinct contrast from the rest of the University category,” said Nick Cummins, executive creative director at The Royals. “With ‘Think Young’, the execution had to feel as fresh and modern as the idea itself.”


“Deakin is a young, vibrant and cutting-edge university with great ambitions, and it’s our people that are the embodiment of our culture and the essence of who we are as a brand,” said Trisca Scott-Branagan, executive director of marketing at Deakin University. 

“‘Think Young’ represents our challenger mindset and aligns our marketing and reputational goals for the future with those of our extraordinary students, staff and Deakin alumni.”Deakin


The campaign will be rolled out across television, digital video, out-of-home, social media, native and content channels.



Agency: The Royals

  • Executive Creative Director: Nick Cummins
  • Account Director:  Paige Kilburn
  • Account Manager:  Navin Arunasalam
  • Senior Art Director: Tim Holmes
  • Senior Copywriter: Gareth Sweet
  • Senior Art Director: Alberto Talegon
  • Art Director: Joel Utter
  • Copywriter: Gus Hedstrom
  • Design Director: Gavin Wright
  • Agency Producer: Chelsea Nieper

Production Company: The Producers

  • Director: Andrew Goldsmith 
  • Producer: Noelle Jones
  • Post Production: Pixel 
  • Music Composition: Dan Luscombe  

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