University of Newcastle champions storytelling in new campaign

The University of Newcastle has launched an advertising campaign with a focus on storytelling, as part of the institution’s aim of solidifying its purpose across the Hunter region.

Working with independent creative agency Enigma, the campaign has launched with several stories to kick-off ongoing series highlighting the uni’s role in helping solve key issues in the community, under the ‘Be Part Of Something Bigger’ platform.

Each story is shot as a micro-documentary, and support by bespoke assets that will roll-out across paid, owned and earned media channels.

All of the stories are on YouTube and the newly launched Hippocampus platform, built for the purpose of showcasing the ongoing content series.

University of Newcastle chief marketing officer, Tracy Chalk, said: “We like to tell-it-how-it-is in Newcastle, so our campaign needed to be an authentic reflection of the connection we have
with communities in our region.

“We couldn’t be happier with the result. Each story is anchored in a sense of place and amplified through an ecosystem of brand assets tailored to each individual audience. It’s been an absolute joy to watch the teams bring this together.”

Enigma manager director, Pete Chapman, added: “The client brief was really clear: we’re doing some mind-blowing things right here and in the process, we’re changing the lives of our community and our students.

“From the outset we agreed that we should tell, not sell. And so that’s what we’re doing here. Telling the story of an institution that is of this region, for this region – helping all involved be a part of something bigger.”

Enigma executive creative directors,  Pete Buckley and Tim Brown, said: “We are immensely proud of this work and it was an honour to help take these stories to the world.

“None of it of course would be possible without the sublime skills of documentary film maker David Maurice Smith’s thoughtful storytelling. His ability to empathise with our subjects really helped bring these poignant stories to life.”

Earlier this year, Enigma announced the hire of former CHE Proximity employee Emma Ashworth as its new group account director. The move followed the acquisition of creative agency Disciple in late 2020.


Client: University of Newcastle
Chief Marketing Officer: Tracy Chalk
Deputy Director Communications:  Lou Morrissey
Head of Brand:  Tina Imig
Communications Manager:  Sheena Martin
Brand Manager:  Stephanie Venz
Communication Specialist: Sarah Nash
Communications Officer:  Gemma Wolk
Marketing Officer:  Charlotte Ross
Director/Photographer: David Maurice Smith
DP/Drone: Glenn Pokorny
Lighting Design: Klint Collier
Producer: Alan Robinson

Creative Agency: Enigma
Managing Director: Pete Chapman
Executive Creative Director: Pete Buckley
Executive Creative Director: Tim Brown
Executive Producer: Katie Hope
Group Account Director: Brendan Swansborough
Associate Creative Director: Matthew Dawe
Art Director: Dan Stephens
Photographer (2nd unit – Languages)
Production Coordinator: Rebecca Treloar
Post production/edit/grade: Matt Regan
Sound: Sawtooth Studios and ISM Studios

Enigma Media:
General Manager: Amy Dascanio
Director: Sally Lawrence
Manager: Lauren Deighton
Coordinator: Sophie Klecha


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.