The University of Sydney is launching a new research and teaching facility, the Charles Perkins Centre. Not the stuff that adcreatives’ dreams are made of?
Well, you’d never know. The Monkeys have made that announcement fascinating…
…By taking the road less travelled. Yes, they paid attention to the background to the brief. At the centre that opened in June, endocrinologists are learning from gaming programmers how to develop apps to help people manage diabetes, a biologist and an astrophysicist are using algorithms that make sense of the universe to understand how insulin acts in our body after a meal, and a roboticist is collaborating with farmers in Australia to trial airborne robots that spot-spray weeds with less herbicide.
Those are three mind-bending stories that leave viewers with the feeling that the centre is at the cutting edge of science and thinking. That’s a big plus for Sydney University’s brand.
And The Monkeys found an engaging way to deliver those stories – with intriguing visuals from artists, Mel Pragassen and Maricor/Maricar, and animation studio, In The Thicket, that use combinations of stop-motion animation, sculpture, and model-making.
Head of marketing, communications and engagement at the University of Sydney, Johanna Lowe, said, “The University of Sydney’s Charles Perkins Centre is challenging conventional approaches to major health problems. We believe this work with The Monkeys also challenges convention for higher education marketing and we look forward to more unique collaborations with the team to build the University’s brand.”
The centre fosters collaborations across all areas of the University, putting together experts from disparate fields such as biology, physics, engineering, economics, social policy, urban planning and the arts to discover real-world solutions through innovative research and teaching.
And so the line that threads the campaign together is, Unique insights come from unexpected collaborations.
The three brand films are accompanied by print, outdoor and website executions.