“When great minds collide, giant leaps are made.” Around this time every year, Australia’s Year 12 students begin to wonder about “the best uni”.
McCann has reimagined what “the best uni” means to students. Its new campaign for The University of Melbourne, McCann’s first since winning the business at the beginning of 2015, inspires potential students to become the ‘great minds’ working together at the uni that’s achieving great things.
“This campaign acknowledges that contributions that impact us all aren’t for the most part created by individuals working alone in dark spaces, but through the bright minds and their imaginations colliding and collaborating. A little bit like advertising agencies,” Pat Baron, executive creative director of McCann Melbourne, noted.
The campaign is led by a 60 second brand spot that uses a striking visual metaphor to deliver its message. It was filmed on campus and using the University’s own students, teachers, academics and executives, including from the Victorian College of the Arts.
The full campaign highlights the University’s significant research achievements and shares the stories of how people are benefiting from these every day, in Australia and around the globe.
It spans social and digital media, cinema, television, print advertising, outdoor and a content partnership with The Guardian. McCann also managed the media strategy for the campaign.
Lara McKay, executive director, marketing & communications at the University of Melbourne, commented, “The ‘Collision’ campaign is absolutely a celebration of the people at the University of Melbourne. Having almost 100 students, academics, professional staff and members of our alumni community feature in the film demonstrates this idea of collision at work.
“We believe the campaign really is something very different for the category and hope it will connect with people and drive them to learn more about the work of the University of Melbourne.”
Creative credits:
Agency: McCann Melbourne
Executive creative director: Patrick Baron
Creative directors: Andy Jones & Alex Wadelton
Art Director: Corey Thorn
Copywriter: Chesney Payet
Head of Broadcast: Victoria Conners
Head of Strategy & Media: David Phillips
Senior channel strategist: Ross Dougall
Executive director: Serrin Dewar
Production company: Exit Films
Director: Mark Daly
Post production: The Editors
VFX: Fin Design
Sound Design: Klang
Additional sound mix: Soundlounge
Still photography/print: – Sarah Ewing Agency
Photographer: Chris Von Menge
