Queensland University of Technology unveils refreshed ‘Real World’ campaign via VML

Queensland University of Technology (QUT), in collaboration with VML, has unveiled a new brand campaign that refreshes QUT’s long- standing ‘The University for the Real World’ creative platform.

The work addresses the category disconnect between academic learning and real-world application that students often experience. QUT have always been pioneers in integrating practical learning with academic excellence and the new ‘Real is’ campaign puts a spotlight on how QUT students are being prepared to shape the future, bridging the gap between classroom experiences and real-world challenges.

Focusing on what it actually takes to get there, the campaign showcases the real, unfiltered, university experience – the highs, the lows, the struggles and triumphs students experience.

The campaign addresses the disconnect between theoretical education and practical application. By highlighting real-world impact and innovative learning opportunities, the campaign reaffirms QUT’s commitment to relevant, hands-on education that prepares students for future challenges.

Executive Director of Marketing and Communication, Xavier Amouroux said “At QUT, we believe that education should be real, relevant, and reflective of the world we live in. The ‘Real is’ campaign encapsulates our commitment to real world learning that prepares our students for the opportunities of the future.”

“The ’Real is’ campaign has the authentic journeys of our students and alumni at its heart, showcasing how QUT has helped them navigate and shape the real world.”

The campaign features unique QUT stories about real world impact, learning innovation with QUT You, QUT’s first-of-its-kind new Faculty of Indigenous Knowledges and Culture, the rise of new courses like vertical degrees, and a focus on eSports and sustainability.

Managing Director of VML Brisbane, Adam Kennedy, commented “It’s a privilege to work on such an enduring brand platform and give it new meaning for the next generation of students. This work reaffirms QUT as the leaders in real-world learning.”

The fully integrated campaign, which connects brand, faculty, discipline and course level communications, launches with a 30” film, high-impact out-of- home, social, and digital advertising. At every touch point the idea is

brought to life in the most authentic and real way; from working with an awarded documentary director, to a photojournalist, right through to featuring real academics, staff, and students as our talent across film, radio, and OOH.

Client: Queensland University of Technology (QUT)
Executive Director, Marketing and Communication: Xavier Amouroux
Associate Director, Marketing and Recruitment: Leanne Cain
Associate Director, Brand and Digital Communications: Merisa Ruvic Brigg
Campaign Project Manager: Ash Cheah-Lord

Corporate Marketing Officer: Emma Alexander
Brand and Creative Studio Manager: Ashleigh Juers
Web and Digital Strategy Senior Manager: Deanne Mauch

Creative Agency: VML
Managing Director: Adam Kennedy
Head of Strategy: Andrew Kolb
Strategy Director: Dilip Garga
Head of Client Engagement: Janelle Shinners Client Partner: Ingrid Postle
Account Director: Natasha Kent
Executive Creative Directors: Stu Turner & Benjamin Davis
Creative Director: Guido Pecego
Associate Creative Director: Lisa O’Neill
Senior Art Director: Phil Vale
Senior Copywriter: Jessamy Ross
Head of Production: Mignon Van Weeren
Broadcast Producer: Stephanie Leddin
Studio: Santi Drane

Production Company: 13CO
Executive Producer: Charity Downing
Executive Producer: Roy De Giorgio
DOP: Caleb Ware
Photographer: Joel Pratley
Offline Editor: Joe Morris
Post Company: Toybox Animation
Composer: Brett Shaw
Sound Design: Squeak E. Clean Studios