Monash University has launched a confronting campaign via Y&R Melbourne that challenges people to change what they don’t like in the world.
The through-the-line campaign holds a mirror up to the issues shaping the global community and calls to action those who want to make change for the better.
An impactful 60-second film is the first piece of work to go to air.
Every scene in the film aligns with research, work, or a learning approach – small or large – that Monash is part of to address the need for change.
The launch film features the new music track ‘Blaccout’ by local Indigenous rap duo A.B. Original.
Fabian Marrone, chief marketing officer at Monash University, said: “There are serious challenges facing the world and the human race, but we all have the power to address them head-on.
“‘If you don’t like it, change it’ is a call to action. It’s Monash acknowledging we have a role to play in the solutions and inviting those who want to change their lives or the lives of those around them to be part of it.
“The campaign acknowledges those agents of change already taking action and mobilising others. It acknowledges the challenges the global community is facing and reminds us we can all play a role in progress.
“We wanted change agents whose message was one of empowerment to play this vital role in this campaign. After hearing the A.B. Original track, we realised they were the perfect fit.”
Jake Barrow, executive creative director at Y&R Melbourne, said: “Universities are meant to be full of the restless and change-makers. It is no secret that right now the world needs them more than ever.
“This idea seeks to identify these people and give them the opportunities to leave the world in better shape than they found it.”
The campaign will see executions throughout Australia and globally over the coming months.
Client: Monash University
Chief marketing officer: Fabian Marrone
Director of strategic marketing and communications: Caroline Knowles
Senior manager of strategic marketing and communications: Jane Mahuru
Creative agency: Y&R Melbourne
Chief creative officer: Paul Nagy
Executive creative director: Jake Barrow
Creative director: James Wills
Planning director: Michael Hyde
Senior planners: Lyndal Kearney and Christine O’Keefe
Managing partner: Julian Bell
Group account director: Matthew Hunt
Senior account manager: Sarah Wood
Designers: Lewis Brown and Simon Gray
Production: Y&R Melbourne
Director: Hayden Gregory
Executive producer: Sheridan Wadelton
Production assistant: Annie Thiele
Offline editor: Billy Browne
Online editor: Alek Janev
Music: A.B. Original
Music supervision: Karl Richter, Level Two Music
Sound design: Paul Le Coutier, Nylon Studios Melbourne