Deakin University champions optimism in new sustainability campaign, via SICKDOGWOLFMAN
It’s time to appreciate and preserve the ‘small, beautiful, unique things’ about everyday life on planet Earth, according to Deakin University’s newest sustainability campaign.
In collaboration with Melbourne-based indie agency SICKDOGWOLFMAN, the new campaign aims to shy away from typical fear and negativity surrounding sustainability messaging, focusing less on boiling oceans and melting ice caps, and instead showcasing the little things we often take for granted, that are worth protecting and sustaining.
The ‘Let’s Keep Earth Wonderful’ brand platform plays on Deakin’s environmental work ranging from developing solar farms to water management projects.
Chief marketing officer at Deakin, Matt Edge, said: “Fear might be a motivator, but it’s not a problem solver. As an organisation, we believe deeply in approaching our collective sustainability challenges ahead with positivity and optimism.
“‘Let’s Keep Earth Wonderful’ is a beautiful summation of the way we approach sustainability at Deakin,” he added.
SICKDOGWOLFMAN collaborated with production company The Sweetshop and director Jared Daperis to produce the ‘un-university’ like spots.
Jess Wheeler, recently appointed creative director at SICKDOGWOLFMAN, said: “Refreshing is a word that comes to mind. In people and practice. When Deakin approached us with this brief, we were quite taken aback by their sense of optimism for the future,” he said. “Then we kept talking with them, and working with them, and seeing what they were doing and planned to keep doing. And, suddenly, it all made sense.
“Curiosity has always been the antidote to fear, and to build a better future that’s the attitude we need to take into each and every obstacle we face. We’re thrilled to partner with Deakin University on such a positive platform in a critically important space,” he continued.
Deakin’s director, brand and marketing communications, Abbie Allen, said the campaign “truly” represents the university’s progressive thinking and optimistic perspective.
“Built on positivity and wonder, this campaign beautifully aligns with what the Deakin brand stands for,” she said. “We couldn’t be happier in partnering with SICKDOGWOLFMAN, a group of similarly curious folk, to help capture and instill this sense of wonder in present and future Deakin students and ultimately encourage action.”
The campaign is launching across TV and digital, and will be supported in the coming weeks across radio and OOH.
Other assets:
‘Wonderful Earth Stuff – Rain’
Credits:
Client, Deakin University
Chief marketing officer, Matt Edge
Director, brand and marketing communications, Abbie Allen
Manager, campaigns, Nicole Henden
Creative Agency, SICKDOGWOLFMAN
Creative director, James Orr
Creative director, Jess Wheeler
Design director, Jake Turnbull
Business director, Jarrick Lay
Senior account manager, Caterina O’Brien
Production Company, The Sweetshop
Director, Jared Daperis
Producer, Tom Davies
Managing director, Edward Pontifex
Executive producer, Greg Fyson
DOP, Sean Ryan
Art director, Ella Carey
Colourist, Fergus Rotherham
Online editor, Jamie Scott
Sound Design, Production Alley
Sound engineer, Rodney Lowe
Composer, Nir Tsfaty
Got a tip?
Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
Linkedin
topics
Abbie Allen
Campaign
Deakin University
Jess Wheeler
Matt Edge
SICKDOGWOLFMAN
sustainability
The Sweetshop
Have your say