The University of Sydney showcases its diverse alumni in new brand campaign via The Monkeys

It’s that time of year when students contemplating their future flock to university open days to make the decision about which university will get them where they want to be. The University of Sydney has launched its new brand campaign via The Monkeys to help them make that choice.

The campaign positions the university as the starting place for people who demonstrate and deliver ‘leadership for good’ and uses a plethora of visionary alumni and current students to prove it. Alumni as diverse as Victor Chang, Jack Manning Bancroft, Gough Whitlam and Clover Moore will appear in street posters, cross tracks and bus placements across Sydney declaring their vision for good with an image of them in their university days. The work also extends to banners and a short film that will be pushed out through social media to drive people to a dedicated page on the university website where each of the alumni’s stories are told in more depth.

Says Johanna Lowe, head of marketing, communications and engagement, University of Sydney: “This campaign works in two ways: firstly defining what the University of Sydney stands for and secondly inspiring future students with what they can achieve when they start their higher education at Sydney. When we started researching the stories of our alumni we were blown away by what they have individually and collectively achieved in their capacity as ‘leaders for good'”.

Paul Bruce, creative director at The Monkeys reinforced the campaigns ability to inspire: ” ‘Leadership for good starts here’ uses the equity of the University of Sydney brand to inspire, resonating with our alumni as well as current and future students to instil a renewed sense of pride in being part of the university. It’s the first campaign that creates a real emotional connection between past, current and future students delivering a shared vision and purpose for the university community.”

The Monkeys