Brilliant. A campaign with perfect pitch and a whole lotta power. In the wake of March for Our Lives. In the middle of tumultuous times. Knowing that young people are activist in spirit.
Y&R Melbourne has created a campaign for Monash University that’s a call to action. It tells young people If you don’t like it, change it.
Jake Barrow, executive creative director, Y&R Melbourne, stated, “Universities are meant to be full of the restless and change-makers. It is no secret that, right now, the world needs them more than ever. This idea seeks to identify these people and give them the opportunities to leave the world in better shape than they found it.”
The campaign film, produced in-house, is a montage of things that need to change, set to a rousing, full of rage rap song, Blaccout, by local Indigenous artist, A.B. Original. Every scene aligns with research, work, or a learning approach – small or large – of which Monash is part, in an attempt to address the need for change.
Fabian Marrone, Monash University chief marketing officer, stated, “There are serious challenges facing the world and the human race, but we all have the power to address them head on. ‘If you don’t like it, change it’ is a call to action. It’s Monash acknowledging we have a role to play in the solutions and inviting those who want to change their lives or the lives of those around them to be part of it.
“The campaign acknowledges those agents of change already taking action and mobilising others. It acknowledges the challenges the global community is facing and reminds us we can all play a role in progress.”
The campaign, If you don’t like it, will run throughout Australia and globally over the coming months, supported by its website.
Credits
Creative Agency: Y&R Melbourne
Chief Creative Officer: Paul Nagy
Executive Creative Director: Jake Barrow
Creative Director: James Wills
Planning Director: Michael Hyde
Senior Planners: Lyndal Kearney & Christine O’Keefe
Managing Partner: Julian Bell
Group Account Director: Matthew Hunt
Senior Account Manager: Sarah Wood
Designers: Lewis Brown & Simon Gray
Production: Y&R Melbourne
Director: Hayden Gregory
Executive Producer: Sheridan Wadelton
Production Assistant: Annie Thiele
Offline Editor: Billy Browne
Online Editor: Alek Janev
Music: A.B. Original
Music Supervision: Karl Richter, Level Two Music
Sound Design: Paul Le Coutier, Nylon Studios Melbourne
