Swinburne invites students to get a ‘next gen_degree’ in new campaign via Deloitte Digital
Ahead of Melbourne’s final year exams, Swinburne has positioned itself as the university of choice for developing future careers, with the launch of its ‘next gen_degree’ campaign via Deloitte Digital.
This new brand campaign takes on the common misconception that a university degree is just a piece of paper and shows the real-world impact Swinburne enables their graduates to have.
Highlighting the university’s emerging and priority degrees, provocative headlines tap topical issues including cyber security, climate change and the global economy, showing students what a Swinburne degree can help them achieve in life.
Says Charles Baylis, executive creative director of Deloitte Digital: “It’s been incredibly impressive finding out what Swinburne graduates are actually doing with their degrees and the impact these ‘pieces of paper’ are having on the real world. I hope this work helps connect with all prospective students who might be questioning the real-world value of tertiary education.”
Says Carolyn Bendall, chief marketing officer at Swinburne University of Technology: “We’re delighted to bring to market this new brand campaign for Swinburne University of Technology. It builds upon our next gen_now brand promise by demonstrating the uniqueness of a Swinburne degree. Our graduates leave Swinburne with so much more than a piece of paper and are doing impactful, interesting, and important work out there across the world. From cyber security to cold cases, green energy to games and interactivity, business analytics to business start-ups, a next gen degree from Swinburne gives cutting edge skills, real industry experience and an incredibly supportive and caring community to ensure success.”
The ‘next gen_degree’ creative will roll out through a fully integrated campaign across broadcast TV, OOH, social media, digital display, and on swinburne.edu.au
Client: Swinburne University of Technology
Chief Marketing Officer: Carolyn Bendall
Head of Brand and Marketing: Anna Marena
Brand and Campaign Manager: Laura Iakovidis
Brand and Campaign Specialist: Rachel Bennett
Creative Manager: Ryan Jones
Creative Consultancy: Deloitte Digital
APAC Chief Creative Officer/Partner: Matt Lawson
Chief Brand and Media Partner: Adrian Mills
Executive Creative Director: Charles Baylis
Group Account Director: Britt Rigoni
Account Manager: Florence Potter
Brand Strategist: Sally Denniston
Creative Director: Gustavo Vampre Franco
Art Directors: Josh Mann, Scott Zuliani, Daniel Galeano
Copywriter: Scott Zuliani
Producer: Claire Crawford
Animator: James Guerrero
Production Company: Sedona Productions
Director (live action and animation): Simon Robson
DOP: Simon Higgins
MD: Kim Wildenburg
EP/Producer: Cinnamon Darvall
Post Partner: Heckler
7 Comments
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It’s not a piece of paper, it’s a degree.
A degree that will cost you thousands in taxes over the coming years and has taken you years to earn.
I think there’s a better insight… probably 100 better insights but this is off and was written by people who finished school a very long time ago.
…’it’ll cost you thousands in taxes’…. that are presumably levied against your…income?
do not
Looks incredible on outdoor around the city, eye catching and versatile way to show the potential opportunities the uni offers.
Home run for me.
There’s a conga line of stakeholders to manage when it comes to Uni’s, and getting them to lean into the ‘piece of paper’ angle would’ve been an exercise. There’s so much fluff in this category, and hardly anything grounded in reality. I like it.
This is talking to the target audience – 16,17 and 18 year olds – exactly how uni brands should be. It looks the part, it says it like it is, it quantifies a three or four year commitment and above all else, assures them they can contribute to and help shape the future. I reckon this is gonna go gangbusters for 2023 applications and enrolments. Tick.