Australian college for creative industries, Collarts is expanding its creative platform, “It’s only a dream, ‘til it’s not” with a new take on its successful 2021 marketing campaign.
Featuring real alumni and academics, Collarts, with agency partner Sunday Gravy (formerly Gen C), are reinforcing the message that a dream can become a sustainable career.
“We didn’t want a posed ad with students sitting on the grass smiling,” said Collarts head of marketing and communications, Jesse Howes.
“The creative industries are exciting, bright, fast-paced and stimulating so we needed a campaign that captured that and highlighted our growing course offering.”
https://www.youtube.com/watch?v=B-CWaYLjXBo
Four 15” vaporwave-inspired videos illustrate the journey of dream-to-reality by profiling thriving graduates of Collarts’ interior design and music production courses, as well as two of the college’s leading experts in entertainment management, and digital and social media.
“Before you make the decision to lean into your passion, it can be confusing with so many ideas bouncing around your head. The dreamscape elements of this campaign reflect that, while bringing those disparate thoughts into a tangible career,” said Howes.
Howes also said the resilience of Australia’s creative industries through COVID-19 not only sparked inspiration for the campaign, but also steered the direction of its agile course programme.
“We’ve focused on innovation while remaining steadfast in supporting and developing the next generation of artists, designers, performers and game-changers.
“Now, more than ever, Australia’s budding creatives need to be reminded that they are seen and that there is a thriving creative community waiting for them.
“Students come to us with a wealth of talent, ideas and an eagerness to change the creative landscape – our job is to give them the practical skills, connections and expertise to build on those dreams. The creative industries have a very bright and exciting future ahead.”
The campaign will be live from this week on digital display, out of home, video, and social channels.
Media strategy, planning and buying is managed by Match & Wood who were appointed to the Collarts account in 2019.
“We’re proud to work closely with Collarts and the Sunday Gravy team during such an important time for the creative industries, to ensure the next generation of creative talent is inspired and motivated to continue pursuing their dreams,” said Match & Wood communications advisor, Ryan Hancock.
Credits
Brand: Collarts
Head of Marketing & Communications: Jesse Howes
Marketing Manager: Jason Hawking
Content & Social Media Manager, Jennifer Park
Creative Agency: Sunday Gravy
Production & Post production: Sunday Gravy
Media Agency: Match & Wood
Communications Advisor: Ryan Hancock
Communications Manager: Tiffany Doan
National Strategy Director: Sam Enshaw
Head of Integrated Planning: Michael Wretham
Cast: Collarts
Alecia Mostert: Interior Design Alum
Jay Gonsalves: Music Production Alum
Chrissie Vincent: Head of Entertainment Management
Emma Ismawi: Digital & Social Media Lecturer
