Victoria University Teams With Leo Burnett To Inspire Students

Victoria University Teams With Leo Burnett To Inspire Students
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Traditionally, Victoria University students come from diverse cultural and educational backgrounds. Despite this diversity, they all share the common desire to graduate job-ready.

Continuing on the platform of ‘Victory’, established in 2013, Leo Burnett Melbourne has worked with Victoria University (VU) to create its latest brand piece showing VU alumni winning in the workplace.

The TVC uses Rudimental’s track, Not Giving In, along with empowering mantras to encourage students to ‘Prepare for Victory’.

“This is a motivational piece that will inspire confidence in future VU students and reposition the university as an institution of genuine opportunity,” said Jason Williams, executive creative director of Leo Burnett Melbourne.

“Victory is a platform that’s flexible enough to seamlessly hero different aspects of the university, like our supportive and accessible approach to teaching, alumni success stories and state of the art facilities,” said Sarah Lawrie, director of marketing and future students.

Since the launch in May, spontaneous brand awareness has more than doubled and brand familiarity and consideration have increased 7 per cent and 9 per cent respectively. Current students also identify with the new brand mantra, sparking a renewed sense of pride in Victoria University.

The 30” and 15” TVCs are supported with 60” cinema, press, outdoor and online comms.

 

Credits

Agency: Leo Burnett Melbourne

Executive Creative Director: Jason Williams

Head of Copy: Sarah McGregor

Art Director: Isha Brown

Copywriter: Maggie Ryan

Group Account Director: Amanda Nicoll

Account Manager: Jeremiah Espanto

TV Producer: Cinnamon Darvall

Strategy Planner: Emily Gould

Director: Cos We Can

Film Producer: Craig Griffin & Fran Derham

DOP: Clare Plueckhahn

 

Client: Victoria University

Director of Marketing and Future Students: Sarah Lawrie

Advertising and Brand Manager: Matthew Hazel

Relationship Marketing Co-ordinator: Belinda Mitchell

Senior Brand and Advertising Officer: Erika Moreno

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