Murdoch University puts care at the heart of every career in new campaign via Berlin Perth
Murdoch University has partnered with Perth independent agency Berlin to launch ‘CAREer’, a brand campaign that positions care as the defining characteristic of every meaningful career.
The campaign deepens Murdoch’s established ‘A brighter future is here’ brand platform with a sharper point of view: a brighter future doesn’t just happen; it requires people across every field to care about people and planet. For students who share that belief, Murdoch is a place where they can belong, and where that care can become a career.
John Linton, Managing Partner and Head of Strategy, Berlin, said: “There’s a cohort of prospective students who define success differently. They want careers that contribute, careers rooted in caring about something bigger than a paycheque. But ‘care’ is often dismissed as naive or passive, something you sacrifice ambition for. We wanted to reframe it as the opposite: care is what drives an engineer to design renewable systems, a mathematician to model ambulance response times. It’s not the soft option, it’s the ambitious one.”
‘CAREer’ features real stories from Murdoch graduates across all 16 of the university’s schools, showing care in action – not just in the areas you’d expect, like nursing or teaching, but also in fields like law, software development and agriculture.
Neil Cullingford, Director of Marketing & Communications, Murdoch University, said: “We’re so proud of our graduates who lead with care and make a meaningful contribution to the WA community and beyond. What sets Murdoch apart is our environment – a distinctive combination of people and place. This campaign brings that to life through the stories of our students and the careers they’ve pursued.”
Produced by Clockwork Films WA, the films were directed by Luna Laure, with collage specialist Sian Roper enlisted to add a further layer of handcrafted depth to the work.
Laure added: “As a Murdoch alumna myself, I know first-hand how much care and support the university gives its students. It was really special to come back and create a campaign celebrating graduates who are making meaningful impact in the world while capturing that same sense of community and belonging I experienced there too.”
The campaign will appear across cinema, SVOD, YouTube, OOH and social.
Credits
Murdoch University
Director Marketing and Comms: Neil Cullingford
Senior Manager Brand Marketing: Siobhain Burn
Client Brand and Campaign Manager: Lucy Owen-Conway
Senior Manager of Strategic Communications: Alex Brophy
Senior Manager, Acquisition Marketing: Nicole Bolton
Client Creative and Experience Manager: Sofia Krsmanovic
Client Interactive Designer: Troy Hyatt
Creative Agency: Berlin
Head of Strategy: John Linton
Senior Account Director: Kate Kenyon
Executive Creative Director: Rich Berney
Senior Creative: Melissa Hawkett
Design Director: Will Miles
Senior Producer: Anita Swami
Production
Production Company: Clockwork Films WA
Director: Luna Laure
Photographer: Finlay Mackay
Executive Producers: Katie Trew, Heath George
Producers: Anouk Ratnawibhushana, Jake Coombes
Production Coordinator: Shauna Murphy
DOP: Tavian Ord
Editor: Toby Bajrovic
Collage
Sian Roper
Music & Sound
Composer: Ian Berney, Panda Candy
Sound Engineers: Nick Gallagher & Shaun Sandosham, Fable
VO Artist: Lucy Peach
Media Agency: Dentsu Perth
Senior Client Director: Natalie Salinovich
Senior Client & Planning Manager: Sophie Park
Client Manager: Dani Marazis
