Federation University brings new branding to life in newly-launched creative platform via Hardhat
Hardhat, the agency built on behaviour change for challenger brands, has brought Federation University Australia’s new brand identity to life in their domestic and international September 2024 campaigns to drive student applications for 2025.
Centred around the concept of “We’re with you”, the campaign leverages the regional university’s Co-operative Education Model, which enables students to reap immediate benefits from their higher education journey before even graduating.
An Australian first, the co-op model puts students at the heart of education and industry, providing them with opportunities to accelerate their careers. Even as they complete their courses, students are provided with work experience through paid placements, career preparation and workplace skill development through direct connection with employers.
Says Jonathan Heath, creative director, Hardhat: “So much of the language around universities is focused on the future, being part of the next generation, the brave new world that awaits once you’ve finished those 3+ years of courses. We loved the category splitting positioning of “We’re with you” as a dual message of true support that reflects the way Federation University actually puts students’ needs first, and a rallying cry for students who want something different from higher education. We paired that with a straight-talking, status-quo questioning campaign designed to feel down-to-earth, true to life and fresh.”
Says Jan Clohessy, director of marketing and growth, Federation University: “This new campaign marks a significant milestone in Federation University’s brand journey. This new campaign not only embodies our growth as a brand, it also highlights our commitment to our students’ future careers by providing them with a head start in their professional lives, through opportunities to earn and learn as they go.”
The campaign launched on 2 September on radio, followed by a series of online videos and assets across print, TV, outdoor, digital and social on 9 September.
Hardhat was founded in 2005. The agency creates behaviour change for challenger brands through a combination of creativity and behavioural insights.
Agency: Hardhat
Production Company: Poppet
Director: Greta Nash
16 Comments
Not bad lines but the quality of art-direction has definitely slipped since their top creative talent departed.
Nice. More authentic than other uni ads
These are so good. Get a writer, an art director and a typographer involved next time, and you’re on a real winner.
Yea, when the senior team ‘left’ HH have just not had the same level of creativity and polish. A shame as they really did do some amazing work. What could have been.
What work? It’s so refreshing to see this shop actually winning and producing work again. This is great. Honest. Against the grain of the category. Haven’t seen it from them in a long time.
It hardly excites you, compared to their rival Universities’ campaigns. Agree about the Art Direction not being great. Could be a corporate job poster.
If only you had professional creative this could have been something. You need ( or should have kept) your art director. Their absence clearly shows in recent work.
When the lack of a good creative team shows. You really have done yourself a disservice there.
If only you had brought the same passion and energy to the screen and the posters as you did in that PR quote—then you’d have had a killer campaign!
I really wanted HH to succeed but after their senior team ‘left’ (ahem) I’m not sure you can ever recover. You shot yourself in the foot and I’m not sure you can ever stop the bleeding. Get on your knees and get them back!!!
Get C & A back asap. Along with the best creatives around you’ll also start making good ads again.
Having worked with your former creative team, before you let them leave, I am sad to see quality, ingenuity and fire stamped out. C&A are, in my opinion, the best team out there by far. Would loved to have seen their take on this.
So horribly glib.
…has a lot to answer for.
For watching that
Gee… some pretty coded comments here on Art Direction. Perhaps these comments shed more light on HH’s previous leaders and their inability to properly empower the creatives underneath them…