A new way of positioning education
A New World University
45 second television
Charles Darwin University (CDU) is a dual sector university which offers undergraduate and postgraduate degrees and Vocational Education and Training (VET) primarily focused on trades and industry training.
CDU has campus’ located in Darwin, Alice Springs, Sydney and Melbourne. In fact, no other Australian university seeks to attract students across such a wide and diverse area. Relying heavily on online enrolments, the University had struggled to create a unique positioning that would distinguish them from other institutions and appeal to students who saw themselves a little differently. Our brief was to create that unique positioning to drive domestic and international student enrolments.
Working with partners we commissioned research to uncover some essential truths around the values, hopes and aspirations for the future that students held for themselves, their communities and the planet as they begin their learning journey.
This research found that many of the values that students hold – social justice, sustainability, collective effort and creativity – are the very principles upon which Charles Darwin University was founded and continues to champion.
Our brief was to bring to life the delicacy of these ideals in a manner that avoided the clichéd self-congratulatory graduation and student lifestyle images that are the norm for this category.
Our creative idea celebrated the search for knowledge not merely as an individual process, but rather as one where shared values contribute to changes that benefit all.
Creating a delicate papier mache visual representation of this new world of possibility that would draw a link between the fragility of the planet we share while also giving CDU a visual aesthetic that is unique in education marketing.
This multi-channel national and international campaign integrated television, press, outdoor, cinema, radio and online communications. Cinema was particularly essential in this mix to reach a diverse discerning audience and maximise the visual impact/appreciation of this visually arresting technique. The new brand positioning and identity spoke with a singular voice and achieved much over a 5 year period with relatively small budgets, including driving increases in student acquisitions year-on-year.
The campaign was awarded Gold for Innovation in Brand Renovation/Re-branding and Silver for Innovation in Brand Development at the 2017 Stevie Awards (Asia Pacific).