Academic learning and real-world application haven’t always held hands. Queensland University of Technology (QUT) has always been a pioneer in integrating practical learning with academic performance and this is VML’s new campaign for QUT.
The campaign, Real is, refreshed the long-standing The University for the Real World creative platform, with an edgy lead commercial by production company, 13CO, that illustrates how QUT students are being prepared to shape the future, bridging the gap between classroom experiences and real-world
The campaign highlights the real, unfiltered, university experience – the highs, the lows, the struggles and triumphs students experience.
QUT executive director of marketing and communication, Xavier Amouroux, stated, “At QUT, we believe that education should be real, relevant, and reflective of the world we live in. The ‘Real is’ campaign encapsulates our commitment to real world learning that prepares our students for the opportunities of the future. The Real is campaign has the authentic journeys of our students and alumni at its heart, showcasing how QUT has helped them navigate and shape the real world.”
The full campaign, that connects brand, faculty, discipline and course level communications, includes the 30-second hero commercial, high-impact out-of- home, social, and digital advertising and was created with as much authenticity as possible to underline its promise – featuring real academics, staff, and students as the talent across film, radio, and OOH.
Credits
Client: Queensland University of Technology (QUT)
Executive Director, Marketing and Communication: Xavier Amouroux
Associate Director, Marketing and Recruitment: Leanne Cain
Associate Director, Brand and Digital Communications: Merisa Ruvic Brigg
Campaign Project Manager: Ash Cheah-Lord Corporate
Marketing Officer: Emma Alexander
Brand and Creative Studio Manager: Ashleigh Juers
Web and Digital Strategy Senior Manager: Deanne Mauch
Creative Agency: VML
Executive Creative Directors: Stu Turner & Benjamin Davis
Creative Director: Guido Pecego
Associate Creative Director: Lisa O’Neill
Senior Art Director: Phil Vale
Senior Copywriter: Jessamy Ross
Head of Production: Mignon Van Weeren
Broadcast Producer: Stephanie Leddin
Studio: Santi Drane
Managing Director: Adam Kennedy
Head of Strategy: Andrew Kolb
Strategy Director: Dilip Garga
Head of Client Engagement: Janelle Shinners
Client Partner: Ingrid Postle
Account Director: Natasha Kent
Production Company: 13CO
Executive Producers: Charity Downing & Roy De Giorgio
DOP: Caleb Ware
Photographer: Joel Pratley
Offline Editor: Joe Morris
Post Production: Toybox Animation
Composer: Brett Shaw
Sound Design: Squeak E.Clean Studios
