RMIT University asks ‘What the future?!’ in new global campaign via Dentsu Creative

With a new global brand campaign created by Dentsu Creative, RMIT is positioning itself as a university that prepares students for the future, amid the social, economic, and environmental challenges facing the world.

 

The ‘What the future?!’ campaign demonstrates how the university is tackling some of the most pressing global issues—juxtaposing the anxiety young people are feeling about the state of the world, with the real-world, hands-on education that RMIT provides.

The campaign, which is the first major work commissioned for the university since it appointed Dentsu Creative in 2023, epitomises RMIT’s unique brand DNA and personality, and is refreshingly bold and creative.

Launching RMIT’s evolved brand line, ‘Ready for what’s next’, the campaign highlights how RMIT students are equipped with the skills, knowledge and adaptability to thrive in an uncertain, technology-driven future.

With access to cutting-edge facilities across each of its vibrant campuses in Australia and Vietnam, RMIT is a dualsector university that provides learning pathways, innovative learning models, and real-world experience through industry partnerships, work-integrated learning and global exchange and immersion opportunities across our many international locations and education partners. RMIT students are empowered to make an impact today and to capitalise on the opportunities of tomorrow.

RMIT University Associate Brand Director Simon Cormack said the campaign captures the essence of RMIT’s promise to students.

“With ‘What the future?!’, we wanted to take on the big, real-world challenges—AI, the cost of living, and the uncertainty around careers. It’s a bold, brave campaign that doesn’t just ask the tough questions but shows there’s a way forward at RMIT. What makes it even more special is that it features our own students, alumni, and staff. We’re all about giving students the skills and mindset to create the future, and we couldn’t be prouder of this work and what it stands for.”

Says Dentsu Creative Chief Creative Officer, Ben Coulson: “What the future is pretty much a daily response to the news these days. We thought it made a good conversation starter when talking to young people about their future. I’m also an RMIT Alumnus, still in the game a couple of decades of change later, so I’m kind of living proof of the proposition.”

The campaign will be live across YouTube, TikTok, Meta and streaming services. For further insight into ‘What the future?!’, visit www.rmit.edu.au/what-the-future.

Client: Royal Melbourne Institute of Technology (RMIT)
Chief Experience Officer: Chaminda Ranasinghe
Director, Global Marketing: Carmen Gould
Assistant Director, Brand: Simon Cormack

Creative Agency: Dentsu Creative
Chief Creative Officer: Ben Coulson
Executive Creative Director: Sarah McGregor
Group Creative Director: Zac Pritchard
Creative Director: V. Wassim Kanaan
Senior Producer: Tom Pearce
National Head of Strategy: Graham Alvarez-Jarratt
Managing Director: Katie Firth
Managing Partner: Hayden Isaacs
Group Account Director: Catherine Nolan
Senior Account Manager: Bart Wright 

Production Company: Revolver
Director: Leilani Croucher
Managing Director/Co-Owner: Michael Ritchie
Executive Producer/Partner: Pip Smart
Producer: Caroline Kruck
Post Producer: Lily Warland
Facilitating Producer: Carson Ng
DOP: Andy Commis
Production Designer: Helen Fitzgerald
Post Production- Editor, Colourist, Motion Designer, VFX/Online: Scott Stirling
Additional VFX Compositing: Viv Baker
Additional Graphic Design: Madeleine-Eve Pattison
Music composition & Post-audio: Otis
Casting: Citizen Jane

Media Agency: The Media Store
Chief Strategy Officer: Sam Cousins
Senior Digital Manager: Elaina Opare

 

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