Deakin University & The Royals Challenge The World To Think Young

Deakin University & The Royals Challenge The World To Think Young
SHARE
THIS



Deakin University has launched its first brand campaign in more than three years, created by The Royals, in a bold response to increased competition and clutter within the university sector.

The integrated campaign, ‘Think Young’, introduces vibrant use of colour to the monochromatic and cluttered University advertising landscape. Drawing inspiration from the Light and Space movement of the 1960s that prefigured today’s merger of art and technology, the campaign uses geometric shapes to represent the problems of the future and encourages people to use new thinking to create a better tomorrow.

With executions across television, digital video, high-impact outdoor, social media, native and content channels, ‘Think Young’ features forward-thinking academics, students and alumni to demonstrate Deakin’s commitment to open-mindedness and new ways of thinking.

Among those featured are Alex Smith, a Deakin Business & Law student; Barun Chatterjee, a Photography and International Relations major turned international filmmaker; and Professor Ying (Ian) Chen, whose team has manufactured a super-absorbent material called boron nitride nanosheet, described as one of the most exciting advancements in oil spill clean-up technology in decades.

Trisca Scott-Branagan, Deakin University Executive Director of Marketing, said: “Deakin is a young, vibrant and cutting-edge university with great ambitions, and it’s our people that are the embodiment of our culture and the essence of who we are as a brand. ‘Think Young’ represents our challenger mindset and aligns our marketing and reputational goals for the future with those of our extraordinary students, staff and Deakin alumni.”

The Royals ECD Nick Cummins added: “We wanted to create a campaign that was a distinct contrast from the rest of the University category. With ‘Think Young’, the execution had to feel as fresh and modern as the idea itself. The ability to hero members of the Deakin community who ‘Think Young’ on a daily basis gives the campaign an authenticity that’s impossible to fabricate.”

Deakin University is ranked in the top 2% of the world’s universities (Academic Ranking of World Universities, Times Higher Education, QS World University Rankings) and is the #1 University in Victoria under 50 years old, according to the prestigious Times Higher Education top 150 under 50. Deakin’s also been awarded the #1 ranking for student satisfaction in Victoria for six years in a row (2010-2015 Australian Graduate Survey).
Client: Deakin University

Executive Director Marketing: Trisca Scott-Branagan
Head of Brand: Jessica McCartney / Helen Stevens
Campaign Manager: Jayde Walker
Brand Manager: Sandy Muir
Strategic Campaign Coordinator: Amy Devereaux

Credits

Agency: The Royals
Executive Creative Director: Nick Cummins
Account Director:  Paige Kilburn
Account Manager:  Navin Arunasalam
Senior Art Director: Tim Holmes
Senior Copywriter: Gareth Sweet
Senior Art Director: Alberto Talegon
Art Director: Joel Utter
Copywriter: Gus Hedstrom
Design Director: Gavin Wright
Agency Producer: Chelsea Nieper
Communications Director: Andrew Reeves

Production Company: The Producers
Director: Andrew Goldsmith
Producer: Noelle Jones
Post Production: Pixel
Music Composition: Dan Luscombe

Photographer: Jay Hynes

 

Please login with linkedin to comment

Latest News

Attention! B&T’s Inaugural Bootcamp Launches!
  • Advertising
  • Marketing
  • Media
  • Technology

Attention! B&T’s Inaugural Bootcamp Launches!

B&T announces its new industry bootcamp! And, if you're like us & didn't know anything about it, all's revealed here.

by B&T Magazine

B&T Magazine
Facebook Makes Another News Feed Change
  • Media

Facebook Makes Another News Feed Change

Social media behemoth Facebook has announced its second major update for News Feed to make sure the news people see, while less overall, is high quality. This week, Facebook announced that the platform will launch a small test in the US focused on prioritising news from publishers that users find trustworthy. Facebook is also exploring ways […]

Domain Boss Anthony Catalano Exits
  • Media

Domain Boss Anthony Catalano Exits

Mystery surrounds Domain boss's surprise exit, although the Mystery Machine nor a talking dog not spotted at Fairfax.

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival
  • Media

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival

Jasmin Tarasin, director at boutique production company PHOTOPLAY, is inviting invites audiences to take a trip through the inner-workings of the mind in ‘Ghost Train’, her latest multi-sensory VR project set to feature at this year’s Sydney Festival. Working in collaboration with musician and co-creative director Jonnine Standish, Tarasin’s uniquely immersive ‘Ghost Train’ is a […]

March One To Rebrand Fundraising Institute Australia
  • Marketing

March One To Rebrand Fundraising Institute Australia

Independent advertising and branding agency March One has been appointed to oversee the rebrand and repositioning of Fundraising Institute Australia (FIA). FIA is the national peak body representing professional fundraising in Australia. It was established to advance advocacy and professional standards, and has identified the need to better promote its role as the industry self-regulator, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]