RMIT University launches a ‘larger than life’ campaign ahead of its open day

RMIT University has started its recruiting push with a digital and social campaign targeted at school leavers ahead of its open day.

The campaign plays with scales as a means of demonstrating the ‘in larger than life moments of discovery’ available to students at RMIT, and capture school-leavers’ sense of independence.

A range of ads have been created for the campaign as to highlight each of the four RMIT University campuses: City, Brunswick, Bundoora and Point Cook Flight Training.

Leslie Preyer, Cyclone Creative director, explained the emotion the campaign is seeking to capture.

“We wanted to play with scale to bring across the idea of surreal wonder and exploration. The aspirational nature of this campaign evokes a feeling of total independence whereby you – as a school leaver – can now look further than just the school classroom – to see beyond your immediate horizon and explore a much bigger future with RMIT,” Preyer said.

RMIT University’s outdoor execution

Sarah Morley, RMIT segment marketing manager for global marketing and student recruitment, said in a statement: “Being the first step towards generating marketable leads for course applications, open day is a highly competitive space amongst Australian universities. We needed a campaign with high impact and cut-through, that strengthens RMIT’s position as a leader in learning and innovation, via a confident, youthful and energetic creative execution.”

The campaign will also be executed outdoor and on radio.


Client: RMIT University
Segment Marketing Manager for Global Marketing & Student Recruitment – Sarah Morley
Campaign Coordinators – Georgia Rajic & Tania Ulcigrai
Manager Acquisition Marketing – Amanda Smythe

Creative Agency: Cyclone Creative
Managing Partner – Sam Hooper
Managing Partner – Christian Vasquez
Creative Director – Leslie Preyer
Account Manager – Lucy Ingram
Producer – Lauren Napthine
Designer – Hanh Nguyen

Production House: Hell Studio
Photographer: Carlos Alcaide
Producer: Nicky Finlay
Retoucher: Gabrielle Hughes


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