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:
Chief Marketing Officer: Margot Burke
Director, Campaign Management: Caroline Knowles
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 Company: Revolver
Director: Stephen Carroll
MD/Executive Producer: Michael Ritchie
EP/Producer: Pip Smart
Producer: Tobias Webster
DOP: Shelley Farthing Dawe
The Butchery/The Refinery
Producer: Freya Maddock
Editor: Graeme Pereira
VFX Artist: Eugene Richards
Colorist: Martin Greer
Paul Le Couteur
Ceri Davies/Sally McManus