where knowledge has
other ideas
University of Melbourne
The brief was for a new, thought provoking and inspiring brand platform for Australia’s number one university. It also had to showcase the work of the university’s staff, researchers and alumni. Oh, and feature those people in the TV and online spots too if we could, please. And the University campus. And remote campuses. Cheers.
So it was a big brief, with a lot of moving parts, stakeholders and expectations.
Without going into all the nuts and bolts, having the planets align so that both Walkley Award Winning photographer David Maurice Smith AND producer extraordinaire Michael Hilliard (Chef’s Table, Iconoclasts, Beyoncé World Tour) were both available was a good sign.
In addition to the brand video, six unique mini-docos featuring the work of the UoM’s academic staff were also created, along with reportage-style OOH, an outline for a podcast series and on-campus activations.
The featured mini-doc here is of Prof Michael Fletcher - a proud Wiradjuri man and one of the campaign’s most powerful, inspiring and challenging voices.
