UNSW Sydney has celebrated the role of difference in the path to progress in new campaign.
The campaign via Howatson+Company is the next chapter in the university’s ‘Progress for All’ platform reinforcing ‘how’ progress is achieved: the more perspectives that surround a problem, the better the solution.
In the animated film, the protagonist faces many obstacles to progress, be they cognitive or physical blocks to problem solving. With each challenge she draws upon a diversity of collaborators to
successfully find the path forward.
Reinforcing the value of collaboration, the film is set to a cover of Canned Heat’s ‘Let’s work together’. The production itself is a demonstration of collaboration. Howatson+Company’s creative and sound design teams collaborated with UNSW students, staff and alumni to create a fresh take on the song.
“This is a significant milestone for our brand and reputation strategy. More than just a global top 20 ranked university, the campaign positions UNSW’s distinctive strength as our ability to bring together diverse perspectives, disciplines and expertise – working in partnership to solve complex, real-world challenges to achieve Progress for All,” said Sofia Lloyd-Jones executive director, marketing and digital experience at UNSW.
Richard Shaw, chief creative officer at Howatson+Company said, “Progress for All is much more than a brand platform, it’s the University’s societal role. How UNSW achieves progress is the magic – and is achieved through perspectives, collaboration and challenging each other to always find a way forward.”
The campaign will be running across BVOD, YouTube and social, with the campaign also extending into out-of-home.
Credits:
Client: UNSW Sydney
Executive Director, Marketing & Digital Experience: Sofia Lloyd Jones
Director Marketing and Content: Lee Savage
Head of Brand Marketing: Tara Moody
Brand Marketing Lead: Sangeeta Chandra
Agency: Howatson+Company
Founder/CEO: Chris Howatson
Chief Creative Officer: Richard Shaw
Chief Production Officer: Holly Alexander
Executive Story Director: Paul Meates
Head of Music and Sound Production: Shane Vancuylenberg
Composer/Sound Designer: Robbie Balatincz
Executive Strategy Director: Katharina Vassar
Insights and Strategy Director: Jade Hickey
Chief Client Officer: Katherine Chen
Group Business Director: Becca Spence
Business Director: Eddie Moult
Head of Design: Trent Michael
Design Director: Greg Beer
Studio Manager: Simon Merrifield
Finished Artist: Patrick Rivera
General Manager Media: James Turner
Senior Media Manager: Tom Coghlan
Media Manager: Marie Fogarty
Senior Media Executive: Hiro Toyoda
Media Executive: Sarah Waine
Studio: Assembly
Director: Matt von Trott
Executive Producer: Jane Oak
Creative Director: Joshua Fourt-Wells
Music Supervision: Trailer Media, Anto
