Northern Territory-based Charles Darwin University (CDU) is seeking to entice new students with a campaign that tells them “You make CDU”, via The Royals.
Launching today across TV, cinema, digital video, OOH, radio, press and social, the campaign stars CDU graduates Yron, Beth, Talea and May, who tell the stories of their diverse journeys to university – highlighting CDU’s supportive and flexible learning environment.
In the unscripted TVCs and videos, all four CDU graduates receive surprise messages from the people closest to them, telling them how proud they were of their bravery and achievements.
Through the new brand platform of “You make CDU”, the campaign flips the traditional university narrative of “you need us to make your life better” to emphasise the message that a university is only as good as the unique minds it fosters.
CDU director of marketing Shannon Holborn said: “At CDU, we pride ourselves on being a modern and progressive university, and we know we are different from universities that primarily attract school leavers. Our higher education students are more mature and are often juggling work and family responsibilities.
“So it was important to change the approach by telling students we need you, rather than telling them all the reasons why they need us. We need your diverse backgrounds, life experiences, creative minds, curiosity and community mindedness, to help us build a new world.
“The resulting campaign from The Royals has exceeded our expectations, and perfectly showcases CDU as a university that empowers and supports all kinds of people by offering them an inclusive and flexible learning environment.”
The Royals creative partner Nick Cummins added: “Charles Darwin University is an extraordinary institution, one that embraces change rather than adhering to the conventions of its category.
“Our aim through every aspect of this campaign was to communicate the warmth, inclusivity and progressive points of view of CDU – and director Dylan Harrison and his team did a beautiful job in helping us achieve that.”
The Royals won a three-year contract for the CDU creative account in a competitive pitch involving a number of national agencies. The account covers strategy, brand and design.
Client: Charles Darwin University
Director of Marketing: Shannon Holborn
Marketing Manager: Renee Gries
Agency: The Royals
Managing Partner: Dan Beaumont
Creative Partner: Nick Cummins
Head of Strategy: Michaela Futcher
Group Account Director: Priyanka Patel
Senior Account Manager: Etaoin Knight
Copywriter: Lee Spencer-Michaelsen
Art Director: Ruby Boardman-Boynton
Senior Design: Terry Chisholm
Finished Artist: Kitty Turpin
Producer: Alex Gillespie
Digital Project Manager: Emerald Cowell
Digital Designer: Kenneth Sum
Full Stack Developer: James Robinson
UX Designer: Maxime Lacoste
Production Company: Hooligan Collective
Director: Dylan Harrison
Producer: Ash McLeod
DOP: Jason White
Editor: Mark Parry
Post Production: Vandal
Colourist: Daniel Pardy
Sound Designer: Nigel Crowley
Photographer: Rhett Hammerton
Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia. Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]
An investigation by British broadcaster ITV has found that Amazon is destroying millions of items in unsold or returned stock. The report specifically focuses on one of the 24 warehouses the company has in the UK. According to ITV News, the destroyed items are largely unused and new, either returned items or those which never […]
Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]
The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]
The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]
Australian-bred company Ultra Commerce has acquired New Zealand-based company Vesta eCommerce, a global software business providing leading product data management solutions. The recent acquisition is a significant move for the business, which is Australian born, owned, and headquartered, but has built out a global presence as it pursues rapid growth in the eCommerce market. Connecting […]