Edith Cowan University launches new brand platform after agency roster switch up
Edith Cowan University (ECU) has launched a new brand platform in partnership with creative agency 72andSunny, following the agency’s November appointment.
The new platform, ‘Creative Thinkers Made Here’ reflects the university’s view that creativity is not something people inherently posses, but is a skill that can be taught, developed and nurtured.
It is the first work to come from ECU since it ended its 20 year relationship with 303 MullenLowe Perth in November, appointing a new creative roster that included 72andSunny as strategic brand partner, as well as Hearts & Science heading up media, and Rare as a creative partner.
The new platform launches with a brand film directed by Simon Robson and multiple teams of animators, designers and illustrators from Melbourne, Sydney, Perth, Brooklyn and Los Angeles. The campaign will position ECU as a contemporary university that not only values traditional theory but encourages a mix of innovation, imagination and real-world experience.
Director of brand and marketing at ECU, Julia Turner said: “The new campaign will showcase ECU as the go-to university for contemporary learning, real-world innovation and a place where students are primed with the most valuable skill that so many employers are looking for today – creative thinking. The process was one of the most collaborative we’ve been through and we’re thrilled to see it in the real world.”
Andy Flemming, creative lead of 72andSunny added: “As ECU has a very creative and future-forward mindset, it deserved something a little different. After all, if each course has creativity baked in, it was appropriate to represent that with different forms of animation, design, illustration and game design. We couldn’t be happier with the result, and that’s a testament to just how amazing the ECU team was. They were a dream.”
The campaign was created in collaboration with Rare and Hearts & Science, who according to Turner helped to “bring the campaign to life across a wide range of disciplines and multi-faceted media channels. They have undertaken a mountain of work in a very short time period, for which we are extremely grateful”.
Callum Mackenzie, Rare MD commented “It’d be an understatement to say how excited and busy we have been to work with ECU’s new brand platform and strategic positioning over these past months, bringing it to life across a multitude of touchpoints. This is just the beginning with so much opportunity ahead. Well done to the extended ECU team – it has been a true team effort to get to launch”.
The campaign includes a complete brand redesign as well as executions across outdoor, radio and digital.
Credits:
Client: Edith Cowan University
Lead Agency: 72andSunny
Perth Agency: Rare
Production: Mcfly Films
Director, Simon Robson
Exec Producer, Dave Kelly
Shoot Producer, Jonas Mclallen
Design/VFX/Animation/Posty, The Cactus Stone Co.
Music and Sound design
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topics
72andSunny
Andy Flemming
Callum Mackenzie
ECU
Edith Cowan University
Hearts & Sciences
Julia Turner
RARE
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