Bond University’s “We Exist For You” campaign, via VMLY&R and Wavemaker, connects all the ways Bond is ‘for’ students through a fantastical world of inspiration, success and opportunity.
As Australia’s first private, not-for-profit University, Bond’s educational model is deliberately different. At Bond, students can graduate faster and benefit from smaller class sizes with the lowest student-to-teacher ratio in the country.
Plus, all of the University’s tuition fees are reinvested back into the student experience.
Associate director of brand and marketing, Rachel Hannah said: “With high touch, personalised learning, Bond University nurtures students like no other, so no one slips through the cracks and every graduate excels.
“We need prospective students to understand why our unique model will benefit them and help them be the best version of themselves for future success.”
Following extensive research and a new brand strategy, VMLY&R created the “We Exist For You” campaign to highlight the intentionally different university experiences students benefit from at Bond and how it unlocks their full potential.
Directed by Toby Morris and produced by 3P, the campaign features Bond’s picturesque Gold Coast campus, showing a student’s journey as she flies through different “worlds”, each a visual metaphor for how Bond supports its students in reality.
VMLY&R, executive creative director, Benjamin Davis said: “We brought the Bond difference to life visually by creating something a bit different for the category,” he said.
“From shots of the stunning Bond campus to elaborate VFX, the resulting film’s energy is relentless. We even played with a bit of messed-up Mozart to boot.
“The goal was to stay true to Bond’s “Stand Out” brand platform, with a piece of work that does just that.”
The 30” and 45” hero films will be supported by an innovative integrated marketing strategy via Wavemaker, which will launch across cinema, connected television, online, out-of-home advertising and social media – including WeAre8 (a first for Australian Universities).
Lily Nielsen, client & performance partner at Wavemaker, said: “We used the latest innovation in media planning and buying technology – AI-powered purchase journey planning, attention metrics, and attribution modelling – to identify the channel mix that would help drive awareness and consideration for Bond.
“The result is a campaign that reaches prospective students throughout their purchase journey, ensuring we have the right blend of high-attention and high-engagement channels.
“We’re also proud to be the first university partner in Australia to activate with WeAre8 – a social media platform that aligns with the campaign’s values of inspiring and empowering people to do good in the world.”
Credits:
Bond University
Cheryl Joliffe, Vice President, Future Students
Shannon Tricklebank, Director, Brand and Marketing Rachel Hannah, Associate Director, Brand and Marketing Carly Stevens, Marketing & Campaign Specialist
Fereti Masoe, Manager, Brand and Creative
Creative Agency: VMLY&R
Benjamin Davis, Executive Creative
Director Cameron McDonald
Senior Art Director Shaun McMahon
Senior Copywriter Andrew Kolb
Head of Strategy Ingrid Postle
Senior Account Director Natasha Kent
Senior Account Manager Katie-May Hollett,
Producer Mignon van Weeren.
Head of Production Michelle Short
Head of Workflow Santi Drane
Head of Studio / 3D Illustrator John Shard
Studio Operator & Retoucher
Production: SPRY Films
Toby Morris, Director
Miller Best, DOP
Carol Gesser, Producer
Mark Thomas, Head of Production
Post-Production: 3P Studio
Haley McDonald, Managing Director Cornelius Ionescu, General Manager Gwyn Dixon, Animation Creative Lead Cameron Hock, Editor
Heath Plumb, Senior Sound Designer
Composer: Ack Kinmonth
