QUT refreshes long-standing creative platform, launches new campaign via VML

Queensland University of Technology (QUT) has refreshed its long-standing creative platform, ‘The University for the Real World’, with a new campaign from VML.

Addressing the category disconnect between academic learning and real-world application, QUT’s new campaign puts a spotlight on how students are being better prepared to shape the future, bridging the gap between the classroom and the real world.

Focusing on what it actually takes to make it, ‘Real Is’ shows the real, unfiltered, challenging university experience, including all the highs and lows students experience.

“At QUT, we believe that education should be real, relevant, and reflective of the world we live in. The ‘Real is’ campaign encapsulates our commitment to real world learning that prepares our students for the opportunities of the future,” said Xavier Amouroux, executive director of marketing and communication at QUT.

“The ’Real is’ campaign has the authentic journeys of our students and alumni at its heart, showcasing how QUT has helped them navigate and shape the real world.”

VML Brisbane’s managing director, Adam Kennedy, added: “It’s a privilege to work on such an enduring brand platform and give it new meaning for the next generation of students.

“This work reaffirms QUT as the leaders in real-world learning.”

The campaign is live across TV, OOH, social, and digital.


Client: Queensland University of Technology (QUT)
Executive Director, Marketing and Communication: Xavier Amouroux
Associate Director, Marketing and Recruitment: Leanne Cain
Associate Director, Brand and Digital Communications: Merisa Ruvic Brigg
Campaign Project Manager: Ash Cheah-Lord
Corporate Marketing Officer: Emma Alexander
Brand and Creative Studio Manager: Ashleigh Juers
Web and Digital Strategy Senior Manager: Deanne Mauch

Creative Agency: VML
Managing Director: Adam Kennedy
Head of Strategy: Andrew Kolb
Strategy Director: Dilip Garga
Head of Client Engagement: Janelle Shinners
Client Partner: Ingrid Postle
Account Director: Natasha Kent
Executive Creative Directors: Stu Turner & Benjamin Davis
Creative Director: Guido Pecego
Associate Creative Director: Lisa O’Neill
Senior Art Director: Phil Vale
Senior Copywriter: Jessamy Ross
Head of Production: Mignon Van Weeren
Broadcast Producer: Stephanie Leddin
Studio: Santi Drane

Production Company: 13CO
Executive Producer: Charity Downing
Executive Producer: Roy De Giorgio
DOP: Caleb Ware
Photographer: Joel Pratley
Offline Editor: Joe Morris
Post Company: Toybox Animation
Composer: Brett Shaw
Sound Design: Squeak E.Clean Studios


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