Advertising agency Leap Agency has just released the first two in a series of four commercials to launch Charles Darwin University as a ‘new world university’.
Ranked in the top 2 per cent of university’s worldwide, Charles Darwin University is renowned for its endeavours in Indigenous knowledges, tropical medical research, and environmental sciences here and overseas. Now it pushes the boundaries even further, posing the provocative question “How will we use knowledge for the future?”.
Gone are the days of the self-congratulatory graduation shots and self-serving success stories. Here, the viewer is invited to look deeper into a fascinating animated world; meticulously crafted by Yukfoo Animation and made entirely out of paper designed by illustrator Paul Smith.
Complemented by a stirring soundscape produced by Soundwaves, the spots talk directly to students concerned about the fragility of the world and how they can potentially help shape it for future good.
The evocative subject matter reflects the university’s ‘line in the sand’ principles of social justice, sustainability, creativity and collective effort. With national activity across TV, cinema, press outdoor, radio and online, expect to see and hear a lot more in the coming months. In this fragile paper world, each press ad alone involved the manipulation of up to 50 layers to create each final image.
The result for Charles Darwin University is a campaign that is closer to revolutionary than simply evolutionary.
Agency: Leap Agency
Creative Director: Anton Lambaart
Writer: John Warburton
Art Director: Anton Lambaart
Client: John Cavani, Charles Darwin University
Animation: Alan Dickson, Yukfoo Animation
Sound: Andrew McGrath, Soundwaves
Key Illustrations: Paul Smith, Ballsy Creative
Music composed by Erin McKimm