It’s rare to get two rival brands launching their campaign on the same day. It’s a rare opportunity to unfairly compare them.
VML gives Gen Z the means to change the world
VML has created the campaign for Monash University, the latest iteration of its Change It brand platform, Momentum Now. The campaign was developed with media partner, Wavemaker, through its integrated WPP Team, IMPACT model.
It inspires the generation that wants to change the world, highlighting Monash’s history of progress and the capacity it has now to continue creating the change the world needs – inviting everyone to join a movement dedicated to shaping a better future. It addresses the urgency of global challenges, and promotes optimism about the possibilities ahead, to position Monash as a global leader in change-making and one of the world’s most prestigious tertiary institutions.
The heart of the campaign is a three-minute hero film, highlighting Monash’s research, world-class education, deep collaborations and global network of interconnected campuses. The campaign is running across cinema, SVOD, BVOD, and social media platforms, suppported by a suite of edits for social, high impact OOH advertising at premium Victorian locations, and a rollout across Monash’s Australian and international campuses.
Richard Williams, VML Melbourne & Sydney group executive creative director, stated, “Our ambition for this campaign was to shine a light on Monash’s relentless drive to make tangible change in the world. This campaign is a reset moment. A moment to start looking forward with hope, and not trepidation because with Monash’s research programmes, educational excellence and transformative student experience, we have the momentum to continue to make the change the world needs. This is the invitation the rest of the world needs to join us.”
Credits:
Client: Monash University
Chief Marketing, Admissions & Communications Officer & Vice-President: Fabian Marron
Director, Global Marketing: Caroline Knowles
Senior Manager, Global Campaigns: Joanne Yoon
Marketing Manager, Global Campaigns: Nikki Verdan
Senior Marketing Coordinator: Kavi Balasubramaniam
Chief Marketing Officer: Mary Dempsey
Director of Marketing: Emma Fox
Senior Manager, Brand/Partnerships Marketing: Blake Dawson
Senior Manager, Customer Strategy: Zara Cooper
Senior Manager, Domestic Marketing: Sarah Forte
Director of Brand & Creative: Darcy Muller
Senior Creative: Tim Cooper
Senior Creative: Tynique Dimcevska
Head of Design & Production: Sam Aldridge
Production Manager: Dan Cahill
Creative Agency: VML
Rich Williams: Executive Creative Director
James Wills & Robyn Bergmann: Creative Directors
Charles Dejean: Copywriter
Andrew Bao: Art Director
Clancy Walsh: Strategy Director
Rachel Rider: Executive Producer
Mel Herbert: Lead Producer
Sarah Jane Sands: Senior Producer
Aleksander Jane: Lead Motion Art Director
Sarah Bailey: Managing Director
Vanessa Tout: Managing Partner
Jennifer Moffatt: Account Director
Millie Stonnill: Account Executive
Production Company: Finch
Toby Pike: Director
Corey Esse: Executive Producer
Jed Simkins: Director Unit 2
Jackie Adler: Producer
Justine Pitcher: Production Manager
Sophie Johnston: Production Coordinator
Nick Simkins: Executive Producer
Sound Design: Rumble
Post-production: Heckler
Media: Wavemaker
Daniel Isaac: Managing Director
Gabriela Stewart: Client Managing Partner
U-Shern Teoh: Implementation & Activation Associate Director – Performance
Nazal Mohammed Nazar: Implementation & Activation Group Director
Photographer: Paul Hermes
La Trobe gives Gen Z their life back
La Trobe University’s campaign inspires the generation that wants to do it their way. It was produced entirely by its in-house creative team and highlights the flexibility of modern university life.
The campaign pairs classic on-campus study scenes such as libraries, lecture halls, and leafy lawns with humorous and relatable at-home moments, like studying on the couch, between loads of laundry, or with a face mask on. It lures by showing how students are blending their study with real life, whether they’re on campus, online or a mix of both.
“We wanted to reflect the desire from students to study in a way that they know will get the most out of themselves – whether that is late night on the couch with a facemask, or at the local café while downing their third coffee. We felt there were engaging ways to bring this to life with photography and copy that is nontypical to the sector,” stated Darcy Muller, director of brand & creative, La Trobe University.
The campaign is a fresh creative direction for La Trobe, with a more distinctive tone and greater focus on how students really experience university life.
