EXCLUSIVE: GPY&R Brisbane has scooped the University of the Sunshine Coast’s (USC) creative account after a tender.

Patts takes the work from incumbent Engine Group, which produced the university’s most recent brand campaign, ‘The best of both worlds’.

‘Best of both worlds’ featured a student discussing the perks of attending a university recognised for both its academic qualities and its recreational facilities (including its proximity to the beach). “There’s also the  chance to surf some pretty awesome breaks”, the hero says.

Under the new two year contract Patts will undertake all brand work and produce an integrated media campaign which includes TV and online.

Peter Hinton, USC director of marketing and communications told B&T there would likely be no major changes to the direction of the brand work.

Earlier in the year Australian treasurer Wayne Swan announced a $30m federal funding boost to the university. Moving forward USC will build a “state-of-the-art Engineering Learning Hub” with the grant.

Swan told the Sunshine Coast Daily at the time: "I'm thrilled at what this facility will mean for the Sunshine Coast, somewhere with a very special place in my heart.

"By delivering first-class education facilities we will help generate jobs and future prosperity for the Coast region, and the country."

USC is one of Australia’s fastest growing universities. It opened its doors in 1996 with 500 students and today counts more than 8,000 enrolled students. It aims to reach 12,000 by 2015, according to the USC website.

Below: TVC by Engine Group 'Best of both worlds'