McCann Melbourne gives another inventive idea to University of Melbourne

Last year, McCann Melbourne brought the University of Melbourne to the people with its campaign made Possible by Melbourne, a series of mini-exhibitions of research projects dotted throughout the city.

The campaign’s inventiveness was applauded at awards programs throughout the world including Cannes Lions and D&AD.

McCann: Melbourne CBD becomes an exhibition of tomorrow’s wonders by University of Melbourne

McCann Melbourne has now created a new campaign that thinks differently.

Anita Deutsch-Burley, managing director at McCann Melbourne, explained, “Every University concentrates on getting students in. Our strategy was to prove that we could get them out. There’s no stronger recruitment tool for a University than proving you can get your students the best jobs in the country.”

The campaign is spearhead by a brand film, which introduces The Melbourne Model, the university’s distinctive curriculum. This is supported by a series of profiles of graduates who are making a difference through their original thinking.

The brand film presents the need for a model of education that equips students with world knowledge rather than just a specialist degree, so that they can adapt and be ready for every possible future.

Press, social content and out of home executions will target business leaders to position graduates of the University as talent that is prepared for every future of their business.

The campaign drives employers to a website, where they are encouraged to meet Melbourne Talent and find graduates for hire via a LinkedIn powered search tool.

Credits:

Creative agency: McCann Melbourne
Creative team: Charles Baylis, Joseph Sibley & Matt Lawson
Senior designer: Dave Budd
Managing director: Adrian Mills

Group account director: Charlie McDevitt
Account director: Emma Van Den Berg
Account manager: Meg Andrews

Head of strategy and media: David Phillips
Senior producer: Anne Comber

Digital director: Tony Prysten
Digital producer: Josh Ide
Digital designer: Guilherme Pocai De Almeida
Social director: Chris Baker
Media director: Jane Walshe
Digital media account director: Shahram Ghaffurian