That question should ignite a conversation – which is exactly what The Monkeys and Maud set out to do.

Universities are meant to be places where conversations take place that are not written in 140 characters. So The Monkeys and Maud crated a campaign for the University of Sydney that intends to spark blazing conversations. Could Lady Gaga solve the Ukraine crisis? will do that. So will, Wikileaks is about freedom of information, not Julian Assange. And, Is it social media, or anti-social media?

As debate about the possibility of a global leadership deficit heats up, the University of Sydney hopes to start a conversation about what it means to be a leader, highlighting its new position and philosophy of “leadership for good”. So each conversation starter is a topic about leadership. Guess which question is linked to Leadership is not a popularity contest.

The campaign relaunches the Sydney Uni’s brand though a complete overhaul of its visual identity and a series of outdoor, press, social and event activations.

Head of marketing, communications and engagement at the University of Sydney, Johanna Lowe, stated,

“For more than 160 years, the University of Sydney has been a place of leadership, where new ideas and bold thinking thrive – we were the first university in the world to admit students solely on academic merit, and to open our doors to women on the same basis as men.

“We know that leadership comes from all walks of life and different perspectives, and with this campaign we’re inviting the community to join the conversation on what leadership means today.

“The thought-provoking issues we’ve chosen are close to the University’s heart, and need genuine leadership. We’re excited to hear perspectives from across the community.”