Murdoch University has announced the launch of its bold Free Your Think platform across TV, radio, print, outdoor and online via J. Walter Thompson (JWT) Perth.
The idea campaign idea plays off the notion that everyone is born with their own way of thinking that can be nurtured at Murdoch University, and aims to cut through the clutter of university marketing with its unconventional language and unique visual approach.
The campaign also embraces the uni’s core belief system of challenging convention and promoting innovation, showcasing the unique stories of different students and staff who make up Murdoch University, each of whom have had their own ‘think’ brought to life, demonstrated in their achievements.
JWT Perth creative director Paul Coghlan said: “In this highly competitive sector, we knew Murdoch has a potent differentiator; Sir Walter Murdoch’s founding philosophy ‘think for yourself’.
“Free Your Think is a contemporary platform born directly out of this unique DNA, and marks a focused direction for the brand, from student recruitment communications, to research and beyond. Hats off to a great client who has embraced this idea from the very top down.”
Neil Cullingford, associate director of marketing and communications at Murdoch University, said the campaign platform brings to life the philosophy and people who make the uni unlike others.
“The campaign directly ties back to our founding principles and allows us to showcase the breadth of talent the University helps to thrive,” he said.
The campaign has been launched in collaboration with Initiative Media and Equilibrium.
Client: Murdoch University
Associate director of marketing and communications – Neil Cullingford
Marketing managers – Kristen Tyler and Toni O’Donnell
Marketing manager (producation) – Phil McVey
Marketing planner – Vanessa Beal
Senior digital marketer – Evelina Forde
Marketing coordinator – Beverly Ng
School marketing coordinator – Chelsea Andreotta
Agency: J. Walter Thompson Perth
Executive creative director – Simon Langley
Creative director – Paul Coghlan
Creatives – Wilora Keeley, Tim Newton, Steve Dodds and Gerhard Myburgh
Designers – Mike Spiers and Nick Doring
Executive production director – Paul Friedman
Associate planning director – Meredith Simpson
Account management – Andrew Douglas
Post-production and VFX: Vandal
VFX creative director – Richard Swan
VFX executive producers – Brenden Johnson and Anna Greensmith
Photography production: Luke Carter (Wilton Photography)
Sound production: Brainestorm
Music – Mike Fragomani
Sound engineer – Nick Gallagher