Victoria University: ‘ability to employability’

Melbourne’s Victoria University has launched a brand refresh campaign that introduces the line “ability becomes employability”. The ads, created by agency of five years Sapient Nitro, use feathers and wings to represent the opportunities students get at the university.

The new campaign follows changes in student quotas in higher education. The deregulation of Australian universities has meant that students can select from a range of special entry offers, making universities more competitive for student entrants.

Margot Burke, director of marketing and communications at Victoria University said: “We need to distinguish ourselves among other universities as the institution that truly does care about a student’s progression throughout university and beyond.”

SapientNitro national managing director, Paul Bennett added: “Victoria University not only offers an education, but a place to build social and life skills. With this in mind, the campaign creative needed to highlight the university’s stand-out qualities. This creative emphasises the importance of support and growth at every level and every stage of a University career which is particularly well provided by an institution like Victoria University.”


  • Tod O’Reilly – Creative Director
  • Chris Taylor – Senior Copywriter
  • Tom Kearney – Art Director
  • Fiona Maher – Copywriter
  • Belinda Anderson – Business Director
  • Hollie Ryding – Senior Account Manager
  • Zaylee Saydam – Senior TV Producer
  • John Jurcic – Production Manager

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