University of Queensland encourages school leavers to dive into the unknown
The University of Queensland is comparing the array of options school finishers face with the vast and immeasurable depths of the ocean in a new campaign.
https://www.youtube.com/watch?v=cdUTKi61OME&feature=youtu.be
The campaign, created by Ogilvy Brisbane, features a diver contending with the deep ocean, before taking the plunge to discover what is below. A voiceover assures overwhelmed would-be students that at the University of Queensland “you can be confident that wherever life takes you, you’ll always come out on top”.
The new positioning for the university is around owning the unknown, with the campaign set to run across television, cinema and outdoor media.
The campaign’s messaging will also feature on social media and across events “where students can find the answers to their unknowns and see how current students and alumni have flourished”.
Ogilvy executive creative director Phil Nobay said the potential of the campaign and its delivery mechanisms was enormous.
“The power of this campaign is the extent to which it can be amplified in targeted channels beyond launch. It’s so much more than an ad campaign – it’s a central theme of empowerment that unites all UQ schools and faculties, providing a platform to promote the capabilities and achievements of the entire organisation. We’re already working on a vast array of social extensions and utility ideas that will bring even more credibility and audience value to this challenging campaign idea.”
Ogilvy strategy director Ewen Pettit said our changing times can leave students feeling uncertain about the future.
“Quantum leaps in technology are disrupting entire industries, meaning that most of the jobs current students are being educated for may not exist in the near future” he said. “The good news is, it’s possible for educators to prepare students to navigate these absolute unknowns. That’s where UQ can take a leadership position.”
UQ’s chief marketing and communication officer, Kelly Robinson, added: “One of our roles as a university is to give our students the confidence and capability to navigate this uncertainty and pivot between current and emerging careers. Creativity, critical thinking and problem-solving – the skills that UQ has championed for more than 100 years – will be more important than ever.”
Credits:
Client: The University of Queensland
Chief Marketing Officer: Kelly Robinson
Agency: Ogilvy Australia
Executive Creative Director: Phil Nobay
Strategy Director: Ewen Pettit
Copywriter: Ryan Yip
Art Director: Carissa Jackson
Digital Art Director: Yuji Sekiya
Digital Content Creator: Reyhan Susilio
Copywriter: Nicole Klinakis
Tech Lead: Erin Higgs Group
Account Director: Trudi Pryde
Account Executive: Madeleine Burrell
Social Strategist: Nidhi Dewan
Director: Sam Thies
Cinematographer: Mark Broadbent
DOP: Brendan Shambrook
Editor: Ricky Marks
Colourist: Kali Bateman
Sound Engineer: Ross Batten
Producer: Sarah Ritchie
Media Agency: MediaCom
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