Just when you thought tertiary education campaigns would never venture outside the box, VMLY&R and Bond University take their campaign outdoors and into tiny spaces. The partners have launched Bond University’s microcredential courses with a collection of micro doors across Brisbane.
The tiny doors were created by local artist, Mace Robertson and each door design represents a different course offering:
- Blue Door: all courses
- Yellow Door: The Psychology of Risk Management on Projects
- Brown Door: Exploring Knowledge Translation in Clinical Practice
- Red Door: Tactical Conditioning Optimisation Programs
Inside the doors are unique QR codes that, once scanned, lead to an interactive digital experience that provides further information about the course the door represents, as well as a behind-the-scenes film with artist, Mace Robertson.
Benjamin Davis, executive creative director, VMLY&R, stated “Bond’s series of microcredential courses literally open doors for people. Whether that be for their next promotion, or a new career path, the courses literally open a world of opportunity. This project inspired us to explore our craft and find new ways to connect the physical ‘on-street’ and digital experience, which we believe will generate awareness and in turn create enrolment growth for the courses. And, working with an artist like Mace was a joy.”
Credits:
Client: Bond University
Manager, Microcredential Unit: Lisa Shaw
Director – Brand, Marketing & Customer Experience: Rachel Hannah
Microcredential Marketing Manager: Kristy Crockett
Marketing Campaign Coordinator: Carly Stevens
Agency: VMLY&R
Executive Creative Director: Benjamin Davis
Head of Art: Guido Pecego
Creative Group Head: James McKeown
Senior Art Director: Phil Vale
Head of Broadcast & Content: Mignon Van Weeren
Senior Account Director: Ingrid Postle
Senior Account Manager: Natasha Kent
Head of Digital Experience: Steve Mair
Digital Director: Neil Atkin
Lead Developer: Tim Grillmeier
Editor: Griffin Englander
Artist: Mace Robertson
