Campaign: The Monkeys Deliver Bold Leadership Statements for Sydney Uni

Campaign: The Monkeys Deliver Bold Leadership Statements for Sydney Uni
Barbara Messer
By Barbara Messer
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The University of Sydney is starting a conversation about leadership by featuring statements such as ‘Could Lady Gaga solve the Ukraine crisis?’ ‘Do women make better leaders?’ and ‘Is it social media, or anti-social media?’

Created by The Monkeys and design agency Maud, the campaign relaunches the University’s brand via a complete overhaul of its visual identity and a series of outdoor, press, social and event activations that will set the tone for the University’s brand communications going forward.

As debate about the possibility of a global leadership deficit heats up, the University of Sydney hopes to start a conversation about what it means to be a leader, highlighting its new position and philosophy of “leadership for good”.

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Head of marketing, communications and engagement at the University of Sydney, Johanna Lowe, said: “For more than 160 years, the University of Sydney has been a place of leadership, where new ideas and bold thinking thrive – we were the first university in the world to admit students solely on academic merit, and to open our doors to women on the same basis as men.

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“We know that leadership comes from all walks of life and different perspectives, and with this campaign we’re inviting the community to join the conversation on what leadership means today.

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“The thought-provoking issues we’ve chosen are close to the University’s heart, and need genuine leadership. We’re excited to hear perspectives from across the community.”

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