New Monash University Ad Via GPY&R Melbourne Encourages You To Question The Answers

New Monash University Ad Via GPY&R Melbourne Encourages You To Question The Answers
SHARE
THIS



GPY&R Melbourne and Monash University ask people to ‘Question the Answers’ in a new integrated campaign. A provocative campaign, featuring Australian actor David Wenham and directed by Steve Carroll of Revolver, it encourages the audience to look beyond the conventional and accepted, and instead challenge the status quo.

Monash President and Vice-Chancellor, Professor Margaret Gardner AO said the campaign aims to communicate the challenge and curiosity that fuels higher education as well as what Monash University represents as an institution that values innovation, persistence and impact.

“We decided that when we did this film we would attempt to have it express the essence of what it was to be part of the Monash community,” Gardner said.

“That essence is to be challenging, so the campaign had to reflect that in order to be a true representation of Monash and the way it has always approached the world. This campaign shows that we are prepared to ask questions that matter, seek challenges and search for new answers. We want to create that opportunity for our students.”

To live up to such a sentiment, the creative also needed to challenge conventional and common university tropes.

Jake Barrow, creative director at GPY&R Melbourne said, “With this strategy in mind we set out to create something that was pretty un-university like. Showing a bunch of students playing hacky sack in the quadrangle was never going to cut it for Monash.”

The campaign will run throughout the year, and is initially launched across TV, Cinema, Outdoor and Digital. It also extends to feature spots on questioning science, history/law and engineering, which you can view on its YouTube channel.

They’ve also released a shorter version of the main spot as part of the campaign:

Credits:
Monash University:
Chief Marketing Officer: Margot Burke
Director, Campaign Management: Caroline Knowles
GPY&R:
Executive Creative Director: Ben Coulson
Managing Partner: Julian Bell
Creative Director: Jake Barrow
Senior Writer: Katie Britton
Writer: Charles Bayliss
Executive Producer: Romanca Jasinski
Planning Director: Michael Hyde
Senior Account Director: Matthew Hunt
Senior Account Manager: Liz Jones
Account Manager: Sarah Wood
Executive Digital Producer: Ben Crowe
Interactive Designer: Rosalie Iaria
Production Manager: Gerry Matthee
Integrated Designer: Caleb de Gabriel
Production:
Production Company: Revolver
Director: Stephen Carroll
MD/Executive Producer: Michael Ritchie
EP/Producer: Pip Smart
Producer: Tobias Webster
DOP: Shelley Farthing Dawe
Post Production:
The Butchery/The Refinery
Producer: Freya Maddock
Editor: Graeme Pereira
VFX Artist: Eugene Richards
Colorist: Martin Greer
Music:
Electric Dreams:
Cornel Wilczek
Mark Mitchell
Tommy Spender
Danny Thiris
Sound Design:
Flagstaff Studio:
Paul Le Couteur
Ceri Davies/Sally McManus

Latest News

Diversity Case Study Series: OMD
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: OMD

One need only look at the Cadbury Favourites chocolate selection to know it has nought to do with industry diversity.

by B&T Magazine

B&T Magazine
Royal Wedding Coverage Slammed As “Nauseating”, As 4.06m Aussies Tune-In
  • Media

Royal Wedding Coverage Slammed As “Nauseating”, As 4.06m Aussies Tune-In

Royal wedding fans were spoilt for choice on Saturday night with all the broadcasters – Ten aside – giving it extensive coverage. Across Seven, Nine, ABC and SBS some 4,065,000 Australians tuned-in to watch Prince Harry marry the American actress Meghan Markle. It’s been reported that the global TV audience for the nuptials was in excess of two […]

by B&T Magazine

B&T Magazine
Stan Extends Inflight Entertainment Partnership With Qantas
  • Media

Stan Extends Inflight Entertainment Partnership With Qantas

Stan is now giving Qantas customers exclusive access to content and the ability to enjoy a selection of Stan Originals on flights from the beginning of June. The streaming player will showcase its original content of premium drama and comedy on Qantas flights, as well as feature its own channel on the airline’s inflight entertainment. […]

“Advertising Has A Very Strong Hand In Defining Culture”: CHE Proximity’s Chris Howatson
  • Advertising
  • Marketing
  • Media

“Advertising Has A Very Strong Hand In Defining Culture”: CHE Proximity’s Chris Howatson

Start getting excited, because Changing the Ratio is only one week away! This fabulous event will provide you with the tools you need to start making a positive change in your organisation – plus some game-changing ideas about how we can make inclusion and diversity the norm in our industry. Sound good? Grab tickets here before […]

by B&T Magazine

B&T Magazine
Adobe Expands Integration Between Its Analytics & Advertising Clouds
  • Advertising
  • Technology

Adobe Expands Integration Between Its Analytics & Advertising Clouds

Computer software giant Adobe has expanded the integration between Adobe Analytics Cloud and Adobe Advertising Cloud with Advertising Analytics for Paid Search. The new solution enables organisations to understand the efficiency of their search advertising investment by combining offsite advertising intent in context with relevant digital property engagement data within Adobe Analytics. This includes integrations […]

Band-Aid Tops Australian Reader’s Digest List Of Most Trusted Brands
  • Marketing

Band-Aid Tops Australian Reader’s Digest List Of Most Trusted Brands

Australian Reader’s Digest has unveiled its annual list of most trusted brands, with good old Band-Aid topping the list. The results are based on an independently commissioned poll and appear exclusively in Australian Reader’s Digest. Research company Catalyst surveyed a representative sample of more than 2,400 Australians, to identify the brands we trust the most. THE TOP […]

An Apology To Salmat’s Karen Lewis
  • Media

An Apology To Salmat’s Karen Lewis

Whoops! B&T's stuffed-up and this certainly comes with our sincerest apologies for any offence caused.

by B&T Magazine

B&T Magazine
Bohemia Scores Western Sydney University Media Partnership
  • Marketing
  • Media

Bohemia Scores Western Sydney University Media Partnership

Media agency Bohemia, part of the M&C Saatchi Group, has been appointed as the exclusive media partner of Western Sydney University (WSU). The appointment follows a four-way pitch with WSU selecting Bohemia over incumbent Blue 449. Bohemia’s passion for WSU, the agency’s understanding of the Western Sydney market, and how technology partners can future-proof the […]

DDB Sydney Snares M&C Saatchi’s Nick Russo As New Managing Partner
  • Advertising

DDB Sydney Snares M&C Saatchi’s Nick Russo As New Managing Partner

DDB has announced it has snared  M&C Saatchi’s Nick Russo as managing partner on its Volkswagen commercial vehicles account. Russo was at M&C Saatchi for 10 years and formerly group head leading the Lexus business. He has a range of other high-level experience across telcos, FMCG and retail. “The opportunity to work at DDB Sydney on Volkswagen was […]

Honda Marine Unveils New Campaign Via Newly Appointed Agency 10 Feet Tall
  • Advertising
  • Campaigns

Honda Marine Unveils New Campaign Via Newly Appointed Agency 10 Feet Tall

Together with newly appointed creative agency 10 feet tall, Honda Marine has launched a campaign that lets boating enthusiasts know they’re getting more than an engine. The campaign’s central film showcases the many aspects of performance, reliability and engineering that come from Honda’s background in Formula 1, advanced robotics and vehicles, and its influence on […]

Nielsen, Ipsos & The Readership Works Evolve emma Readership Data Offering
  • Media

Nielsen, Ipsos & The Readership Works Evolve emma Readership Data Offering

The Readership Works (TRW), Nielsen and Ipsos have announced a strategic collaboration with Australia’s news media industry to deliver a ‘single source of truth’ in measuring, understanding and reporting Australian consumers’ increasingly fragmented engagement with brands and content. This evolution sees Nielsen now leading the fusion process that brings together accredited readership data, emma (Enhanced […]

Ten Brings Ellen DeGeneres’ Game Show Down Under To Replace Family Feud
  • Media

Ten Brings Ellen DeGeneres’ Game Show Down Under To Replace Family Feud

Network Ten has announced it has commissioned a new family entertainment series which will premiere on Ten and the WIN Network later this year. Game of Games is based on the US show of the same name, which only launched in January this year. The US show is produced by Warner Horizon Unscripted & Alternative […]

m2m Drives Away With $51m Hyundai Media Account
  • Media

m2m Drives Away With $51m Hyundai Media Account

Media agency m2m has been awarded the Hyundai media planning and buying account. The agency, under Omnicom Media group, was up against incumbent Initiative and Havas, with Hyundai’s Innocean Australia handling the pitch process. Speaking to B&T, a Hyundai spokesperson said, “We’d like to thank Initiative for their sterling service over the last 10 years – […]

by B&T Magazine

B&T Magazine
Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour
  • Media

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour

Eyeota, the global leader in audience data, has today released its latest results on automotive purchase intentions in Australia. The results provide a deep dive into what motivates the buyer and segments those into six different personas.

APN Outdoor Joins The AANA
  • Marketing
  • Media

APN Outdoor Joins The AANA

AANA's annual Christmas dinner and dance got a teensy bit more crowded following this announcement this morning.

QMS Introduces ‘The Lonsdale’ To Melbourne
  • Advertising
  • Media

QMS Introduces ‘The Lonsdale’ To Melbourne

Digital outdoor media company QMS Media has turned on a new premium landmark digital billboard situated in the heart of Melbourne’s CBD. Delivering a commanding presence at the major intersection of Lonsdale and Russell Streets, ‘The Lonsdale’ offers extended dwell times to both vehicle and pedestrian traffic, impacting more than 2.2 million contacts per month. […]

Portrait of a woman looking through out the blinds. Office worker looking through window blinds
  • Opinion

The Lurking Brand Threats Facing CMOs

Treading on gardening rakes and possible alien abduction notable omissions from this CMO threats piece.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Susannah George
  • Media

Women In Media Profile: Susannah George

B&T is delighted to profile Urbanlist supremo Susannah George who, we understand, is not related to George Brandis.

by B&T Magazine

B&T Magazine
Ikon Lands Avis Budget Group Account
  • Advertising
  • Marketing
  • Media

Ikon Lands Avis Budget Group Account

B&T chooses and recommends Avis and John Karandonis shoes. Hang on, that was the end of Sale Of The Century.

by B&T Magazine

B&T Magazine
Principals Appoints New Creative Director For Melbourne
  • Marketing

Principals Appoints New Creative Director For Melbourne

Branding design agency Principals has announced the appointment of Pip Ireland as its Melbourne creative director. Ireland, who has been freelancing with the agency for the past six months, has previously held roles at Designworks in New Zealand and Melbourne as well as Moon Communications in Sydney. Principals executive creative director Simon Wright said: “We’ve […]

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research
  • Media
  • Technology

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research

Global media and technology company Pureprofile has partnered with RDA Research to enable further audience segmentation across its audience profiles. RDA Research’s geoTribes is a unique classification system that rivals traditional geodemographic approaches by grouping consumers into fifteen ‘tribes’ based on their life stage and socio-economic status. Clients are then able to better understand consumer […]