McCann creates a ‘Keep it Clever’ campaign for Universities Australia

Creative agency McCann has launched a new campaign for Universities Australia to drive a conversation about the role of university education and research in creating the economy of the future.

The 90-second animated ‘Keep it Clever’ campaign asks people to share the video and sign a petition to support Australian universities, playing on a number of scenarios of people being left behind to make the point.

“Underpinning every successful nation is a highly capable university education and research sector,” said Belinda Robinson, CEO of Universities Australia.

The integrated campaign includes a new website, Facebook petition app, a long content web film, digital page takeovers, digital banners, search, social, outdoor and TV.

This film was created by production house, Mighty Nice through hand-drawn and hand-painted illustrations. Well-known radio presenter and science enthusiast Adam Spencer does the voiceover.

CREDITS

McCANN
Executive Creative Director: John Mescall
Creative Directors: Chris Searle & Damian Linklater
General Manager: Nicole Gardner
Senior Account Manager: Rebecca Elliott
Planning Karl Bates & Sarah McDonald
Digital Producers: Jeremy Carreon
Digital Strategist: Bradley Moore
Broadcast Producer: Charlotte Wilson
Animation: Mighty Nice
Director/Lead Artists: Darren Price/Alex Grigg, Pete Yong
Producer: Fi Patterson
Animators: Mike Singca, Ben Ommundson, Aaron McDonald
Compositor: Denis Bouyer
Music & Sound Design: Rumble Studios

Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

topics Breaking campaign McCann

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Comments: 8

Disco Stu 4 Apr 14

Loved it!!

I think McCann should really get out of the Advertising industry and focus on creating wonderful cartoon movie’s filled with lots of adorable characters!

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Smart ways to try? 4 Apr 14

A bit of a house style. And hardly as clever.

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Tim Riches 4 Apr 14

Looks like Dumb Ways meets Oliver Jeffers to me. Nice brief to work on I imagine!

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Wang 4 Apr 14

When will this agency produce a real campaign for a real product?

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re Wang 4 Apr 14

Observation of 2014

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Anonymous 4 Apr 14

It would help if the speaker could pronounce Australia.

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Anonymous II 7 Apr 14

Re. Wang

Umm, how about MasterCard PayPass and Locally Famous. Mt Franklin Feel Good, Uncle Tobys Plus, Mother with Dolph. They can’t all be award winners but there is a solid amount of integrated stuff there. Do ya homework….

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Wang 7 Apr 14

Gee a lot. Thanks McCann

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