Deakin University has launched a new campaign, which takes a more delicate approach to the university’s ‘Future belongs to the Ready’ platform.
The campaign, developed by TBWA Melbourne, in partnership with production company Revolver, features Jamaican/First Nations poet Aurora Liddle-Christie reading Berton Braley’s poem ‘Opportunity’.
Set by the ocean, the film “focuses on humankind’s relationship with the ocean as a metaphor for life – beautiful, serene and inspiring one moment, turbulent and unpredictable the next.”
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“By marrying these words to a simple but elegantly considered visual, we hoped to produce a thoughtful campaign that inspires students to face into the future and see the opportunity in it”, said TBWA\Melbourne.
Director Dani Pierce from Revolver said: “To have the opportunity to artfully meld the worlds of poetry, performance and metaphor in a single campaign was a gift. Further, I’m grateful to have worked with the remarkable Aurora to bring her undeniable voice and talent to screen.”
Matt Edge, chief marketing officer at Deakin, said: “Deakin has a strong reputation for job skills focused higher education and we communicate that regularly, however we believed the time was right to elevate our messaging. At its heart, this is a story about optimism and self-efficacy, both powerful themes that will resonate and inspire our students.”
The campaign is supported across television, social media, out-of-home and digital.
Credits:
Creative agency: TBWA\Melbourne
Client: Deakin University
• Matt Edge – Chief Marketing Officer
• Jess McCartney – Head of Brand and Content
• Sandy Muir – Brand Strategist
• Taylor Gilchrist – Brand Producer
• Chris Geronimo – Media Manager
• Nikki Howlett – Manager, Customer Insights
Production Co: Revolver/Will O’Rourke
• Director: Dani Pearce
• MD & Executive Producer: Michael Ritchie
• Executive Producer/Partner: Pip Smart
• Producer: Sarah Nichols
• Cinematographer: Christopher Miles
• Underwater Cinematographer: Simon Christidis
• Post Production: Arc Edit
• Exec Producer: Dan Fry
• Producer: Michaela Fenton
• Editor: Phoebe Taylor
• Colourist: Olivier Fontenay
• Sound Post Production: Rumble Studios
Music & Sound: Rumble Studios
• Executive Producer: Michael Gie
• Composer: Adam Moses/Jeremy Richmond
• Sound Designer: Liam Annert
Media: Mediacom