Tue, 27 Oct 2020 10:10:00 GMT
Curtin University has this week launched its first major brand campaign in more than five years, ‘Change is Here’, an integrated campaign created by AnalogFolk Sydney. The campaign, which taps into young people’s desire to see real change in a world now defined by unprecedented uncertainty, is spearheaded by TV and is running across radio, outdoor, digital and social.
AnalogFolk strategy partner, Ben Hourahine, said the approach was based on extensive exploration of the brand, the market and students’ expectations: “Change is up for grabs and young people are leading the chorus for it. This is the generation who want real change and want to work on practical solutions to answer the problems we face, setting themselves up for future careers and making a better tomorrow for us all. This new brand platform will show them Curtin is the place to do that.”
Curtin University director, brand and marketing, Kate Jennings, said the campaign captures the university’s core purpose of supporting students to make a real difference: “As one of Western Australia’s most innovative, progressive and globally connected universities, we are in a fantastic position to inspire and nurture young minds. Whatever their passion, be it a career in research or their chosen industry, we see the potential in our students to create real change and make their mark on the world."
Executive creative director, AnalogFolk, Richard Morgan, added that the campaign aimed to capture a balance between the reality of current change and aspiration: “In a world facing major social and environmental challenges, this generation has a sense of urgency that others haven’t. They’re getting restless. They refuse to believe that the challenges our planet face are just too big or too complex for them to make a difference. It’s up to all of us to step up and have an impact– and that’s what this new brand platform is all about."
The films were directed by Renee Mao, who recently joined Good Oil Films. Renee commented: “As a Perth girl who has spent the last 10 years living abroad, I was immediately excited by Curtin’s genuine and active commitment to being a beacon for global positive change in the WA community. It was important to us to capture the tangible optimistic energy embraced by the rising generation and I’m grateful for the opportunity to have brought my own perspective and creative vision to an authentic and empowering brand campaign."