While confidence in some private tertiary colleges in Australia has taken a beating, the universities are competing fiercely, ahead of the ATAR exams, to be put on students’ preference lists
J. Walter Thompson Perth has used this time to launch a campaign for Murdoch University that establishes not only its unique advantage, but also its top tier status. And the campaign’s unconventional language and unique visual approach cut through the clutter of university marketing to get Murdoch’s voice heard.
Free Your Think is a sophisticated platform that puts the university’s credentials on a high rung via TV, radio, print, outdoor and online, via J Walter Thompson Perth.
The idea campaign idea plays off the notion that everyone is born with their own way of thinking, which can be nurtured at Murdoch University. It embraces Murdoch University’s core belief system of challenging convention and promoting innovation.
J. Walter Thompson, creative director, Paul Coghlan, commented, “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.”
The campaign presents the unique stories of different students and staff who make up the University, each of whom have had his or her own Think demonstrated in their achievements.
Murdoch A/director marketing & communications, Neil Cullingford, commented, “The campaign directly ties back to our founding principles and allows us to showcase the breadth of talent the University helps to thrive.”
J.Walter Thompson’s campaign has been launched in collaboration with Initiative Media and Equilibrium.
Client: Murdoch University
A/Director Marketing & Communications: Neil Cullingford
Marketing Managers: Kristen Tyler: & Toni O’Donnell
Manager Marketing Production: Phil McVey
Marketing Planner: Vanessa Beal
Senior Digital Marketer: Evelina Forde
Marketing Coordinator: Beverly Ng
School Marketing Coordinator: Chelsea Andreotta
Agency: J Walter Thompson
Executive Creative Director: Simon Langley
Creative Director: Paul Coghlan
Creatives: Wilora Keeley, Tim Newton, Steve Dodds, Gerhard Myburgh
Designers: Mike Spiers/Nick Doring
Executive Production Director: Paul Friedman
Associate Planning Director: Meredith Simpson
Account Management: Andrew Douglas
Production company: Helium
Post Production & VFX: Vandal
VFX Creative Director: Richard Swan
VFX Exec Producers: Brenden Johnson & Anna Greensmith
Photography production: Luke Carter Wilton Photography
Sound production: Brainestorm
Music: Mike Fragomani
Sound engineer: Nick Gallagher