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University of Sydney shows how it is ‘changing education’ in brand campaign

The University of Sydney is showing prospective and current students why it is important to unlearn in order to learn more about the world, in a new brand campaign.

Created by The Monkeys, ‘Unlearn’ aims to show how the university has changed the way it educates students.

The campaign includes a website which explores different ideas people can ‘unlearn’, such as ‘unlearn criminal’, ‘unlearn love’, ‘unlearn threat’, and ‘unlearn classroom.’

A video running on social media features images of people and moments in time, encouraging viewers to change the way they think.

“While learners become experts on the world, unlearners see it for what it could be,” the ad says.

At the end of the ad, the University of Sydney says it has “reimagined” the way it teaches, so students can “reimagine the world.”

An out of home ad for the ‘Unlearn’ campaign sees two men embracing each other, with the tagline ‘Unlearn love’.

It aims to support inclusion of LGBTQ members in the community.

On the ‘Unlearn love’ website, the University of Sydney talks about the Ally Network – a network for members of the LGBTQ community.

“We were the first university in Australia to admit all students based on academic merit, and one of the first in the world to admit women on the same basis as men,” the website says.

“Today, it’s one of the reasons we support our Ally Network, which promotes cultural change and creates an inclusive community for our staff and students to thrive and realise their potential.

“Imagine what could be possible if we all learn to unlearn.”

Barbara Humphries, creative director at The Monkeys said the campaign was a “bold direction” for the university.

“Unlearning can take us to places conventional learning can’t,” Humphries said.

Johanna Lowe, The University of Sydney’s deputy director, marketing and communications added: “Giving our graduates the capacity to think critically and make a positive change in the world is at the heart of our undergraduate education model. The ‘Unlearn’ campaign reflects this progressive approach really well, and we hope it encourages our community to do some ‘unlearning’ too.”

The campaign will run across online, print and outdoor.

Credits:

  • Client: The University of Sydney
  • Director, Marketing and Communications & Chief Marketing Officer: Marian Theobald
  • Deputy Director, Marketing and Communications: Johanna Lowe
  • Head, Brand and Marketing Services: Kerry Capsanis
  • Project and Brand Manager: Pia McMorran
  • Project and Brand Manager: Jessie Carter
  • Agency: The Monkeys
  • Chief Creative Officer: Scott Nowell
  • Creative Director: Barbara Humphries
  • Creative team: Chloe Banicevic and Archana Murugaser
  • Finished Artist: Lucinda Hansen
  • Designer: Lauren Elliot
  • Managing Director: Matthew Michael
  • Group Content Director: Kelly Spence
  • Content Director: Shannon Duhig
  • Senior Content Manager: Tim Leathart
  • Head of Production: Thea Carone
  • Senior Broadcast Producer: Christina Wilmot
  • Broadcast Producer: Ellen Fraser
  • Senior Integrated Producer: Sally Lankshear
  • Executive Planning Director: Fabio Buresti
  • Head of Strategy: Michael Hogg
  • Communications Strategy Director: Gary Peace
  • Media: Rob Howes

 

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