Dentsu Creative’s first RMIT campaign leverages student ‘freak outs’

March 17, 2025 10:48

Nearly 18 months after winning RMIT University’s creative account, Dentsu Creative has launched its first piece of work for the tertiary education provider.

The global brand campaign, titled ‘What The Future?!’, leverages “freak outs” around future uncertainty, the cost-of-living crisis and AI to connect with prospective students.

The agency was appointed as the university’s creative partner in August 2023, which marked the first time RMIT had aligned with just one creative agency.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.