Flinders University launches new ‘They Say / We Say’ campaign via KWP+Partners and Atomic 212°
Flinders University has unveiled They Say / We Say, the latest brand campaign developed in partnership with creative agency KWP+Partners and media agency Atomic 212°.
The campaign marks an exciting new chapter in the university’s ongoing Fearless platform, deepening connection with students globally and challenging the traditional higher-education narrative.
Built on insight, rigour and intent, They Say / We Say is the product of months of research, cultural analysis and creative exploration. Grounded in customer data and genuine human truths, They Say / We Say was designed to resonate with under-30s who expect more than the usual higher-ed pitch, it was designed for a generation seeking purpose, authenticity and relevance because students don’t just want a degree, they want a voice.
Says Bev Bury, Chief Marketing Officer at Flinders University: “Fearless has always been about backing courage and possibility. They Say / We Say takes that spirit further; it’s about meeting people where they are, acknowledging the noise and the doubts, and showing what happens when you choose to challenge them.”
While Fearless remains the foundation of the Flinders brand, this next chapter turns up the volume. It’s an invitation to spark thought and conversation, a quiet rebellion against convention that empowers students to think differently, to question limits, and to see potential where others see problems.
Says Meghann Reeves, Head of Brand at Flinders University: “Flinders was founded on the belief that education should open minds and celebrate individuality. They Say / We Say brings that founding idea into a modern context, empowering people to find their own point of view, challenge limits, and shape what comes next.”
Every element of They Say / We Say was designed with our target audience at its core. Authentic storytelling guided every decision, from featuring real students in film and imagery, to using their voices in the narration. Flinders’ film students even got involved, gaining hands-on experience on set. This campaign doesn’t just showcase the brand’s values, it embodies them.
They Say / We Say is more than a campaign; it’s a celebration of the unmistakable spirit of Flinders University: a community of thinkers, doers and changemakers who thrive by thinking differently, together.
Says Sam Talbot, Executive Director of Advertising at KWP+Partners: “We knew we didn’t want another campaign talking at students. We wanted something that spoke with them, that acknowledged the noise, the doubts, the stereotypes and flipped them on their head. That’s where They Say / We Say was born.”
In this world: They Say is the noise, the doubters, the stereotypes, the voice that says you can’t. We Say is the refusal to be boxed in, the courage to go left when the world says right. It’s the belief that you don’t have to play by the rules, you can write your own.
Says Sascha Wilkosz, Senior Creative at KWP+Partners: “They Say / We Say is built on a simple truth that everyone knows what it feels like to be doubted. The campaign encourages students to quiet that doubt, to be who they are and do what they love. At its heart is belief. If you believe you can do it, whatever it is, so do we. Who cares about the rest.”
This campaign celebrates those who dare to think differently, echoing the curiosity, courage and spirit of exploration embodied by Matthew Flinders himself.
Says Tessa Briscoe, Group Account Director at Atomic 212°: “Our job was to reach our audience in truly authentic ways. Instead of chasing simple, expected metrics, we dug deep into their consumption habits, leveraging the time of year and finding subtle ways to show up in everyday life. This campaign has been a real career highlight.”
They say great minds think alike. We say the greatest ones don’t.
DOP: Emerson Hoskin
DOP: James Haskell
Photographer: Josh Geelan
Photographer: Jono Van Der Knapp
Client: Flinders University
Creative Agency: KWP+Partners
Production House: Stepney Studios
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