The University of New England (UNE) has launched a brand campaign encouraging people to adapt to a rapidly changing world and harness the power of education via creative agency Engine.
The campaign is a result of extensive consumer insights and concept testing research and the collaborative efforts of the UNE, IQ Branding.asia and Engine teams.
The national campaign includes TV, cinema, in-flight, magazine, digital and social.
The centrepiece of the campaign being a 90-second spot that tells the story of a woman’s growth and relationship with her mum from newborn to 40 years old, the light and shade that is life, and the role education plays in her journey.
Engine Managing director Tim Weger said: “When UNE asked us to develop a brand campaign creative concept with exceptional cut-through potential, we knew we had a very special opportunity in front of us. It really was a dream brief.
“One of the most appealing things about this brief for our team was UNE’s wish to communicate in an adult to adult tone; an instant differentiator in a sea of adult to child university communications.”
Ending creative director Kory McAvoy said: “The story is of impermanence, resilience and most importantly, the human experience. It is about what connects us, drives us and defines us.
“It has been successful in creating an emotional connection with the viewer because it enables them to see themselves in it, and that can be very powerful.”
Creative agency: Engine
Creative director: Kory McAvoy
Managing director: Tim Weger
Senior creative: Jessie Jordan
Head of copy: Mark Smith
Account director: Sarah Deery
Graphic designer: Megan Le-Nguyen
Executive director of marketing and strategic development: Anthony Smith
Manager of market engagement: Sarah Wilson
Research agency: IQ Branding.asia
Director: Geoff Hall
Production company: Taxi Films
Director: Nick Robertson
Director of production: Ben Shirley
Producer: Simone Mackie
Post-production company: The Post Lounge
Offline editor: Sue Schweikert
Colourist: Kali Bateman
Producer: Brock Smith