Governments tend to be a tad more receptive to things that lots and lots of everyday people want. No one is ever going to get lots and lots of everyday people behind universities with ivory tower messages and high-blown images. That won’t be telling McCann anything it doesn’t know. It has had – just a bit of – recent success getting everyday Australians behind train safety…
…by keeping the message simple and the visual delivery friendly.
Universities Australia wants every Australian to know that university education matters. OECD figures show that our public investment in tertiary education as a percentage of GDP is ranked 25th out of 30 advanced economies.
Universities are where innovation and research happen, so ignoring the needs of our unis would not seem to be the way to keep Australia competitive or create the economy of the future. If we can’t compete globally, we can’t compete.
Belinda Robinson, chief executive of Universities Australia: “Underpinning every successful nation is a highly capable university education and research sector…It is not a pre-budget pitch, and I think what is important to note here is that this is a long-term campaign. This is not a campaign that is designed to achieve any particular policy purpose in the short-term.
“It really is a long-term game around starting and maintaining and strengthening that national conversation about universities.”
<iframe width=”560″ height=”315″ src=”//www.youtube.com/embed/eqjtJgJjTag” frameborder=”0″ allowfullscreen></iframe>
The integrated campaign includes a new website and Facebook petition app, a 90 second web film, digital page takeovers, digital banners, search, social, outdoor and TV.
The film was created by production house, Mighty Nice, using hand-drawn and hand-painted illustrations. Education authority figure, Adam Spencer, is the voiceover artist.
Creative credits:
Agency: McCann Executive creative director: John Mescall
Creative directors: Chris Searle & Damian Linklater
Animation: Mighty Nice
Director/lead artists: Darren Price/Alex Grigg & Pete Yong
Producer: Fi Patterson
Animators: Mike Singca, Ben Ommundson & Aaron McDonald
Compositor: Denis Bouyer
Music & sound design: Rumble Studios
