‘When great minds collide, giant leaps are made’, That is the premise of the University of Melbourne’s new brand campaign via McCann Melbourne.
Led by a 60-second brand ad, the campaign is designed to inspire the best and brightest minds with a metaphor for when creative ideas meet collaboration and robust research. The spot was filmed on campus and using the University’s own students, teachers, academics and executives, including from the Victorian College of the Arts.
The campaign aims to raise community awareness of the University’s significant research achievements and share the stories of how people are benefiting from these research projects every day, in Australia and around the globe.
The campaign will include social and digital media, cinema, television, print advertising, outdoor and a content partnership with The Guardian. McCann also managed the media strategy for the campaign as part of the agency’s integrated creative and media offering.
Pat Baron, executive creative director of McCann Melbourne, said: “This campaign acknowledges that contributions that impact us all aren’t for the most part created by individuals working alone in dark spaces, but through the bright minds and their imaginations colliding and collaborating. A little bit like advertising agencies.”
Lara McKay, executive cirector, marketing & communications at the University of Melbourne, added: “The ‘Collision’ campaign is absolutely a celebration of the people at the University of Melbourne. Having almost 100 students, academics, professional staff and members of our alumni community feature in the film demonstrates this idea of collision at work.
“We believe the campaign really is something very different for the category and hope it will connect with people and drive them to learn more about the work of the University of Melbourne.”
This is the first major work for the University by McCann since winning the business in a competitive pitch at the beginning of 2015.
THE UNIVERSITY OF MELBOURNE
ExecutiveDirector, Marketing & Communications: Lara McKay
Executive Creative Director: Patrick Baron
Creative Director: Andy Jones
Creative Director: Alex Wadelton
Art Director: Corey Thorn
Copywriter: Chesney Payet
Head of Broadcast: Victoria Conners
Production Assistant: Afrim Memed
Editor: Patrick Jennings
Managing Director: Adrian Mills
Head of Strategy & Media: David Phillips
Senior Channel Strategist: Ross Dougall
Executive Director: Serrin Dewar
Account Director: Jessica Jolley
Account Director: Sally Bradley
Print Producer: Anthea Waters
Retoucher: Ross Goddard
Senior Finished Artist: Daniel Hickey
Digital Director: Tony Prysten
Senior Digital Producer: Joe Guario
Digital Producer: Rebecca Earwaker
Social Lead: Chris Baker
Director: Mark Daly
Producer: Martin Box
Managing Director/EP: Kim Wildenburg
DOP: Geoffrey Simpson
POST PRODUCTION – THE EDITORS
Editor: Ryan Boucher
Producer: Nicoletta Rousianos
VISUAL FX – FIN DESIGN
Colourist: Ben Eagleton
Producer: Amelia Babos
SOUND DESIGN – KLANG
Sound Designer / Composer: Brendan Woithe
Producer: Paul Healy
ADDITIONAL SOUND MIX – SOUNDLOUNGE
STILL PHOTOGRAPHY/PRINT – SARAH EWING AGENCY
Photographer: Chris Von Menge
Producer: James Mauger
Retoucher: Jamie Phillips