Deakin University recaptures the past to give hope for the future in new campaign via TBWA\Melbourne and Revolver
Deakin University has today launched a new campaign, created by TBWA\Melbourne in partnership with Revolver which looks to lift Deakin’s long running ‘Future belongs to the Ready’ platform to a more emotive level.
Set to Berton Braley’s circa 1917 poem “Opportunity”, directed by Revolver’s Dani Pearce and featuring Jamaican/First Nations poet and multidisciplinary artist, Aurora Liddle-Christie, the film focuses on humankind’s relationship with the ocean as a metaphor for life – beautiful, serene and inspiring one moment, turbulent and unpredictable the next.
Though written more than 100 years ago, Braley’s poem conveys a sense of hope that fits perfectly with today’s student generation’s desire to move forwards, build resilience and find pride in their own achievements.
Says a spokesperson for TBWA\Melbourne: “By marrying these words to a simple but elegantly considered visual, we hoped to produce a thoughtful campaign that inspires students to face into the future and see the opportunity in it.”
Says Pearce: “To have the opportunity to artfully meld the worlds of poetry, performance and metaphor in a single campaign was a gift. Further, I’m grateful to have worked with the remarkable Aurora to bring her undeniable voice and talent to screen.”
Says Matt Edge, chief marketing officer, Deakin University: “Deakin has a strong reputation for job skills focused higher education and we communicate that regularly, however we believed the time was right to elevate our messaging. At its heart, this is a story about optimism and self-efficacy, both powerful themes that will resonate and inspire our students.”
Creative Agency: TBWA\Melbourne
Client: Deakin University
Matt Edge – Chief Marketing Officer
Jess McCartney – Head of Brand and Content
Sandy Muir – Brand Strategist
Taylor Gilchrist – Brand Producer
Chris Geronimo – Media Manager
Nikki Howlett – Manager, Customer Insights
Production Company: Revolver
Director: Dani Pearce
Managing Director/Co-Owner: Michael Ritchie
Executive Producer/Partner: Pip Smart
Producer: Sarah Nichols
Cinematographer: Christopher Miles
Underwater Cinematographer: Simon Christidis
Post Production: Arc Edit
Exec Producer: Dan Fry
Producer: Michaela Fenton
Editor: Phoebe Taylor
Colourist: Olivier Fontenay
Sound Post Production: Rumble Studios
Music & Sound: Rumble Studios
Executive Producer: Michael Gie
Composer: Adam Moses/Jeremy Richmond
Sound Designer: Liam Annert
34 Comments
Hats off to you TBWA, this is great work. Really loved it. Gave me all the feels.
Incredible campaign and piece of film. Massive well done to TBWA and Revolver.
That film is damn good and so UnAussie. Nice one
I had to skip to the end just to see what I was wasting my time on.
True… Brand reveal isn’t a good strategy
This is a cracker, especially considering the category.
is how you do a university spot. Inspiring.
…was a poor choice
Yep.
I really like your work Dani
Great to see work for a university that is really very good. Saying what most uni’s say about getting you future ready, but doing it in a really disruptive and engaging way. That Poem is so pertinent right now – great find.
I reckon this campaign will divide peoples opinions. But that always happens at the outset with good work. This is different, artsy and pretty euro. Some will love it, some won’t get it. The target demographic will probably think it’s cool…
For what it’s worth, I think it’s grouse to see some Aus work that’s not formulaic and does it’s own thing. Not another boring comedy, not another slice of life montage. That’s commendable and risky. Good on you all. That’s how our industry evolves, no? Whether you like the work or not – I’m happy to see something that’s actually different and brave.
Lovely to see the care and craft that’s gone into this – from the poem, to the talent, to the choice of B&W.
Nicely shot, way too long. Never got to the end.
Well written. Beautifully shot. Great casting. But who is this made for, I asketh? Students? I thinketh otherwise.
Well written. Beautifully shot. Great casting. But who is this made for, I asketh? Uni students? Really?
Cool story bro!
Great strategy. Well executed…lovely writing.
Congratulations.
At least try to pretend you’re not acting on an all-staff email.
Droga5 and NYT called. They want their ad back
THE BEST ADS ALREADY BEEN DONE…AND IT AINT THIS ONE.
SEEMS TO BE THE ONLY WAY TO PREFACE A POSITIVE COMMENT ON THIS BLOG.
THIS IS GOOD AND I LIKED IT. IT IS UNLIKE OTHER STUFF AND THAT IS INTERESTING TO ME. GOOD WORK TO THE CROWD.
CAPS GUY INSPIRED MY FORMAT. I WANTED TO STATE THAT CLEARLY SO PEOPLE DON’T POST LINKS TO HIS CAPS IDEA SAYING I RIPPED HIM OFF. I DID RIP HIM OFF. AND ALSO, CAPS GUY. MAYBE YOU SHOULD CHILL OUT. ARE YOU OK? IF NOT ACTUAL ANGER BUT A TECH ISSUE THE CAPS BUTTON IS ON THE LEFT OF THE KEYBOARD UNDER TAB AND ABOVE SHIFT IF YOU WANT TO TURN IT OFF. THEY HAVE AN I.T DEPARTMENT IN MOST AGENCIES. CALL I.T IF YOU NEED HELP.
Beautifully shot and nice message. Ground breaking? No. But way better than that powerpoint film that Swinburne posted the other day.
since when was it inspired to put some waxing poetical dialogue to black and white imagery?
in the 90s when Guinness did it?
is this for me?
Ooooh this is goooooood.
and that’s all that matters
I felt the poem was good, lost its way a little in the middle perhaps.
The line is good and if they cut it up, put a trap beat over the top and whack it on tik tok it’ll work its ass off
I love looking at this. The poem is genuinely incredible. Tough category, good cut of the ‘future is yours to write’ angle.
I want this to work mainly because this is what should make kids want to attend uni.
Lovely job! Reminds me of my Breathe film.
Didn’t finish, the first 10 secs ought to have informed me what the ad is about. So, this is a good ad for the agency, for it did not put much thought into it. Raw deal to the client. Ripped off literally. Would love to know in a few weeks time how the marketing metrics will have changed because of this ad
Nowhere near as long and boring as your post.
Happy to come back and report on the metrics – if they are anything like the research results, client and agency will both keep smiling.
Gold.
The ad positions Deakin as owning the future. It capitalises on the hopes and aspirations people can have… that is the “product”. It works because it positions Deakin as the leader in understanding what you want in your future by surrounding it with entrenched needs. It is inspirational advertising IMO.