Queensland University of Technology launches new campaign via BCM Group
Queensland University of Technology (QUT) has created a new brand campaign, working with BCM Group on both the creative and media placement to expand on QUT’s ‘Real World’ brand positioning.
The new campaign, titled ‘the real world starts here’, has been released ahead of QUT’s Open Day later in July, and includes a TVC directed by filmmaker Mark Toia.
The TVC is timed alongside the voice of a young slam poet, with words that go from the first day of a student across a wide range of experiences available on campus as part of a QUT education.
QUT executive director of marketing and communications, Xavier Amouroux, said the campaign demonstrates how the QUT student experience differs to other universities.
“We created this campaign to show students that we really can match their aspirations and ambition. That their futures will be bright, and QUT is positioning itself as the university for the real world,” he said.
BCM Creative duo Nick Ikonomou and Mike Rolfe said: “It’s been a welcoming challenge to forge a new campaign that takes QUT’s long-established ‘Real World’ positioning to the next level.
“It’s a big hit of energy, attitude and unashamedly reaffirms QUT as the leaders in real-world learning.”
BCM managing director and partner, Phil McDonald, added: “It has been a very enjoyable and collaborative process to bring this campaign to life with Xavier and his team.”
The work zeros in on the offering QUT has to offer, across a film and a range of digital assets.
Real World Out-Of-Home Campaign Assets
The 30 and 60-second TVCs will be supported by an integrated marketing strategy across television, out-of-home advertising, online, screens, social media and connected television.
Credits:
Client: Queensland University of Technology (QUT)
Executive Marketing and Communication Director: Xavier Amouroux
Associate Director, Marketing and Recruitment: Leanne Cain
Associate Director, Brand and Digital Communications: Natalie Ryan
Marketing Consultant: Ben O’Grady
Senior Manager, Student Recruitment: Katie Sevil
Visual Communication Services: Olivia Muir
Creative and Media Agency: BCM Group
Managing Director & Partner: Paul Cornwell
Managing Director & Partner: Phil McDonald
Senior Art Director: Mike Rolfe
Senior Copywriter: Nick Ikonomou
Broadcast Producer: Holly Hayes
Senior Account Director: Christine Malek
Director, Media and Engagement: Chris Platt
Manager of Media: Laura Furness
Senior Engagement Strategist: Dave Mooney
Production Company: Zoom Film & TV
Postproduction Company: N/A
Producer: Keri Grant
Director: Mark Toia
1st AC: Cameron Clark
Editor: Mark Toia
Online Editor: Mark Toia
Colourist: Mark Toia
Music: Earthquake by Ryan Taubert
Sound Design: Ross Batten
Retouching: John English
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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topics
BCM Group
Mark Toia
Mike Rolfe
Nick Ikonomou
Phil McDonald
Queensland University of Technology
QUT
Xavier Amouroux
