Charles Darwin University builds on its ‘You make CDU’ platform with new campaign via EDGE

Independent agency Edge has evolved Charles Darwin University’s (CDU) brand platform “You make CDU” in a new fully integrated campaign.

The new campaign celebrates the connections CDU creates via new flexible ways of learning, welcoming students from diverse backgrounds and providing access to businesses, future employers and lecturers.

Featuring real students and bringing to life their individual stories, the campaign was shot across the Northern Territory and in Melbourne and Sydney.

Edge worked with the Darwin Symphony Orchestra and composer Steve Peach to record the bespoke music track.

Says Shannon Holborn, vice-president global and external relations, CDU: “At CDU, we are passionate about connecting students to the transformative power of training, education and research while enabling them to remain connected to their lives and their communities. This new campaign shares a series of student stories that show this connection in real life.”

Says Nicole Gardner, general manager, Edge: “Capturing the spirit of CDU was at the forefront of our approach to creating the campaign. We worked closely with the team at CDU and our production partners to unearth the authentic student voices and the most compelling stories to best represent the uniqueness of the university.”

The multi-channel campaign includes an extensive suite of assets covering brand, long form video and specific study areas targeting both national and Northern Territory based prospective students.

Client: Charles Darwin University
Vice-President Global and External Relations: Shannon Holborn
Acting Marketing Director: Renee Gries
Acting Marketing Manager: Nathan Lye
Content Marketing Officer: Isaac Petruzio

Creative and Strategy: Edge
Executive Creative Director – Stu Turner
Creative – Will Bassett, Callum Foot
Executive Planning Director – Richard Parker
General Manager – Nicole Gardner
Group Account Director – Alice Sherrah
Senior Account Manager – Donna Phan
Account Executive: Tami Solomonson
Design – Waiton Fong, Georgia O’Sullivan

Production: Yello Productions & Eden Collective
Director – Pete Moore
Executive Producer, Yello Productions – Julian Townley
Executive Producer, Eden Collective – Adam Eden
Director of Photography – Christopher Miles
Senior Producer – Igor Shmaryan
Production Manager – Hannah Felton
Post-Production Services – Eden Collective

Music: Stereo Missile Recordings
Composer – Steve Peach
Music Performance – Darwin Symphony Orchestra / Steve Peach
Artistic Director/Conductor, DSO – Jonathon Tooby

Media: Atomic 212