Dentsu Creative steps far away from the usual in tertiary education advertising to create a new global campaign for RMIT. The promise is a slight shift, positioning RMIT as a university that prepares students for the future, amid the social, economic, and environmental challenges facing the world. The execution of that promise is not only striking, it also captures young people’s interest by understanding – and empathising with – the anxiety they are feeling about the state of the world as they work out their future. The campaign juxtaposes these worries with the real-world, hands-on education that RMIT provides.
What the future?!, the first major work commissioned for the university since it appointed Dentsu Creative in 2023, epitomises RMIT’s unique brand DNA and personality, with refreshingly bold creativity.
The new campaign evolves RMIT’s brand line to become, Ready for what’s next, and highlights how RMIT students are equipped with the skills, knowledge and adaptability to thrive in an uncertain, technology-driven future.
RMIT University Associate Brand Director Simon Cormack said the campaign captures the essence of RMIT’s promise to students, “With What the future?!, we wanted to take on the big, real-world challenges—AI, the cost of living, and the uncertainty around careers. It’s a bold, brave campaign that doesn’t just ask the tough questions but shows there’s a way forward at RMIT. What makes it even more special is that it features our own students, alumni, and staff. We’re all about giving students the skills and mindset to create the future, and we couldn’t be prouder of this work and what it stands for.”
Dentsu Creative chief creative officer, Ben Coulson, added, “What the future is pretty much a daily response to the news these days. We thought it made a good conversation starter when talking to young people about their future. I’m also an RMIT Alumnus, still in the game a couple of decades of change later, so I’m kind of living proof of the proposition.”
The campaign will cover YouTube, TikTok, Meta and streaming services.
Credits
Client: Royal Melbourne Institute of Technology (RMIT)
Chief Experience Officer: Chaminda Ranasinghe
Director, Global Marketing: Carmen Gould
Assistant Director, Brand: Simon Cormack
Creative Agency: Dentsu Creative
Chief Creative Officer: Ben Coulson
Executive Creative Director: Sarah McGregor
Group Creative Director: Zac Pritchard
Creative Director: V. Wassim Kanaan
Senior Producer: Tom Pearce
National Head of Strategy: Graham Alvarez-Jarratt
Managing Director: Katie Firth
Managing Partner: Hayden Isaacs
Group Account Director: Catherine Nolan
Senior Account Manager: Bart Wright
Production Company: Revolver
Director: Leilani Croucher
Managing Director & Co-Owner: Michael Ritchie
Executive Producer & Partner: Pip Smart
Producer: Caroline Kruck
Post Producer: Lily Warland
Facilitating Producer: Carson Ng
DOP: Andy Commis
Production Designer: Helen Fitzgerald
Editor, Colourist, Motion Designer, VFX & Online: Scott Stirling
Additional VFX Compositing: Viv Baker
Additional Graphic Design: Madeleine-Eve Pattison
Music Composition & Audio Pos: Otis
Casting: Citizen Jane
Media Agency: The Media Store
Chief Strategy Officer: Sam Cousins
Senior Digital Manager: Elaina Opare
