Murdoch University asks students to ‘free your think’ in new campaign

Murdoch University has asked potential students to ‘free your think’ in a rhyming campaign which promotes its campuses in Perth, Singapore and Dubai.

JWT Perth created the campaign with the aim of using unconventional language and visuals to stand out from other university marketing.

‘Free your think’ will roll out across TV, radio, print, outdoor and social.

Paul Coghlan, JWT creative director, said in a statement: “In this highly competitive sector, we knew Murdoch has a potent differentiator; Sir Walter Murdoch’s founding philosophy ‘think for yourself’.

“Free Your Think is a contemporary platform born directly out of this unique DNA, and marks a focussed direction for the brand, from student recruitment communications, to research and beyond. Hats off to a great client who has embraced this idea from the very top down.”

Neil Cullingford, Murdoch University marketing and communications director, said: “The campaign directly ties back to our founding principles and allows us to showcase the breadth of talent the University helps to thrive.”


  • Murdoch University:
  • Neil Cullingford – A/Director Marketing & Communications
  • Kristen Tyler – Marketing Manager
  • Toni O’Donnell –  Marketing Manager
  • Phil McVey – Manager Marketing Production
  • Vanessa Beal – Marketing Planner
  • Evelina Forde – Senior Digital Marketer
  • Beverly Ng – Marketing Coordinator
  • Chelsea Andreotta – School Marketing Coordinator
  • J Walter Thompson:
  • Executive Creative Director: Simon Langley
  • Creative Director: Paul Coghlan
  • Creatives: Wilora Keeley, Tim Newton, Steve Dodds, Gerhard Myburgh
  • Designers: Mike Spiers/Nick Doring
  • Executive Production Director: Paul Friedman
  • Associate Planning Director: Meredith Simpson
  • Account Management: Andrew Douglas
  • Production:
  • Production: Helium
  • Post Production & VFX: Vandal
  • VFX Creative Director: Richard Swan
  • VFX Exec Producers: Brenden Johnson & Anna Greensmith
  • Photography production: Luke Carter Wilton Photography
  • Sound production: Brainestorm
  • Music: Mike Fragomani
  • Sound engineer: Nick Gallagher

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