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.”
Credits:
- 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
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
Linkedin
Blue angel wings? You’re kidding, surely?
I have no doubt the client absolutely loves this. I have substantial doubt it will resonate with anyone else at all.
User ID not verified.
I did a highly reliable experiment concerning this ad. Sitting around with 6 other people last night watching TV, this ad came on. After watching it, about halfway through the next ad, I asked everyone what the previous ad, the “one with the teachers and the feather and the wings” was actually for. My suspicions were confirmed – they all remembered the ad content, but 4 people had no idea what it was for, one person said superannuation and one person vaguely replied “some uni?”
It’s no good being creative and inspirational if you don’t tie it back to a product!
User ID not verified.
Shane: Lol.
User ID not verified.