Murdoch University has announced the launch of its bold Free Your Think platform across TV, radio, print, outdoor and online via J. Walter Thompson (JWT) Perth.

The idea campaign idea plays off the notion that everyone is born with their own way of thinking that can be nurtured at Murdoch University, and aims to cut through the clutter of university marketing with its unconventional language and unique visual approach.

The campaign also embraces the uni’s core belief system of challenging convention and promoting innovation, showcasing the unique stories of different students and staff who make up Murdoch University, each of whom have had their own ‘think’ brought to life, demonstrated in their achievements.

JWT Perth creative director Paul Coghlan said: “In this highly competitive sector, we knew Murdoch has a potent differentiator; Sir Walter Murdoch’s founding philosophy  ‘think for yourself’.

“Free Your Think is a contemporary platform born directly out of this unique DNA, and marks a focused direction for the brand, from student recruitment communications, to research and beyond. Hats off to a great client who has embraced this idea from the very top down.”

Neil Cullingford, associate director of marketing and communications at Murdoch University, said the campaign platform brings to life the philosophy and people who make the uni unlike others.

“The campaign directly ties back to our founding principles and allows us to showcase the breadth of talent the University helps to thrive,” he said.

The campaign has been launched in collaboration with Initiative Media and Equilibrium.

CREDITS

Client: Murdoch University

Associate director of marketing and communications – Neil Cullingford

Marketing managers – Kristen Tyler and Toni O’Donnell

Marketing manager (producation) – Phil McVey

Marketing planner – Vanessa Beal

Senior digital marketer – Evelina Forde

Marketing coordinator – Beverly Ng

School marketing coordinator – Chelsea Andreotta

Agency: J. Walter Thompson Perth

Executive creative director – Simon Langley

Creative director – Paul Coghlan

Creatives – Wilora Keeley, Tim Newton, Steve Dodds and Gerhard Myburgh

Designers – Mike Spiers and Nick Doring

Executive production director – Paul Friedman

Associate planning director – Meredith Simpson

Account management – Andrew Douglas

Production: Helium

Post-production and VFX: Vandal

VFX creative director – Richard Swan

VFX executive producers – Brenden Johnson and Anna Greensmith

Photography production: Luke Carter (Wilton Photography)

Sound production: Brainestorm

Music – Mike Fragomani

Sound engineer – Nick Gallagher