Monash thanks the status quo in new ‘Question the Answers’ campaign with David Wenham

MonashMonash University in Melbourne has launched a provocative campaign that thanks people who accept what they’re told and don’t challenge the status quo for creating a world where answers should be questioned.

The stark campaign, out of GPY&R in Melbourne, features actor David Wenham listing the ways in which people simply accept their fates, tread the well-trodden path and remain contented and settled.

Shot in black-and-white the short pieces portray the population as listless but apparently content to obey the signals around them before closing the line “without you, we’d have nothing to question”.The campaign runs with the tagline ‘Question the Answers’.

Monash president and vice chancellor, Margaret Gardner, said the confronting nature of the campaign was aimed at showing off Monash as an institution that values persistence, innovation and impact.

“We decided that when we did this film we would attempt to have it express the essence of what it was to be part of the Monash community. That essence is to be challenging, so the campaign had to reflect that in order to be a true representation of Monash and the way it has always approached the world,” Gardner said.

“This campaign shows that we are prepared to ask questions that matter, seek challenges and search for new answers. We want to create that opportunity for our students.”

GPY&R Melbourne creative director, Jake Barrow, said the brief from the University meant the agency needed to take a provocative approach.

“Showing a bunch of students playing hacky-sack in the quadrangle was never going to cut it for Monash,” Barrow said.

The campaign features versions focusing on the schools of engineering, science and history/law.

Monash University:
Chief Marketing Officer: Margot Burke
Director, Campaign Management: Caroline Knowles

Executive Creative Director: Ben Coulson
Managing Partner: Julian Bell
Creative Director: Jake Barrow
Senior Writer: Katie Britton
Writer: Charles Bayliss
Executive Producer: Romanca Jasinski
Planning Director: Michael Hyde
Senior Account Director: Matthew Hunt
Senior Account Manager: Liz Jones
Account Manager: Sarah Wood
Executive Digital Producer: Ben Crowe
Interactive Designer: Rosalie Iaria
Production Manager: Gerry Matthee
Integrated Designer: Caleb de Gabriel

Production Company: Revolver
Director: Stephen Carroll
MD/Executive Producer: Michael Ritchie
EP/Producer: Pip Smart
Producer: Tobias Webster
DOP: Shelley Farthing Dawe

Post Production:
The Butchery/The Refinery
Producer: Freya Maddock
Editor: Graeme Pereira
VFX Artist: Eugene Richards
Colorist: Martin Greer

Electric Dreams:
Cornel Wilczek
Mark Mitchell
Tommy Spender
Danny Thiris

Sound Design:
Flagstaff Studio:
Paul Le Couteur
Ceri Davies/Sally McManus

Simon Canning


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