TAFE Queensland launches new campaign that ‘feels right for right now’ via CHE Proximity


TAFE Queensland and CHE Proximity have launched a new campaign, reaching those who want to turn uncertainty into opportunity.


At a time when many are contemplating their next steps, the campaign seeks to challenge the concept of greatness, and embraces how it means different things to different people.

Says Marianne O’Brien, managing partner, creative at CHEP: “We wanted to democratise greatness and encourage people to do what feels right for right now.

“Greatness is not about the big house and the big job, it might be running your own business, finding meaning in your work, or simply being a provider but also having time to spend with your kids.”

The campaign line, ‘You define your greatness’ sits under the enduring ‘Make Great Happen’ brand platform and runs across all channels.

It’s supported by targeted messaging on the progressive study areas and course flexibility that allows anyone to pivot, whatever stage of life they’re at.

Says Marielle Wallin, director of marketing at TAFE Queensland: “TAFE Queensland’s purpose is to change lives for the better.

“We are continually innovating and we launch this new work to prompt a reappraisal of TAFE Queensland, to inspire people to have a positive impact in their own lives and in their community.

“This campaign is central to celebrating some of the wonderful training and employment outcomes our students are achieving throughout Queensland across a range of industries, along with showcasing the extremely high quality of hands-on, practical training we offer to people each and every year.

“While the TAFE Queensland of today looks very different to how it did over 139 years ago, one thing has not changed – our commitment to ensuring our students gain the skills they need to change their lives and build lifelong careers.”

The campaign features real TAFE students, graduates and teachers, was filmed across Queensland by Tristan Houghton from Taxi Films, and features music from Rüfüs Du Sol.

For more information on TAFE Queensland, please visit: tafeqld.edu.au/

Client: TAFE Queensland
Marielle Wallin – Director, Marketing
Kylie McLeod – Campaign Manager
Ned Stevenson – Creative Strategist
Brooke Pearson – Senior Campaign Officer
Kristen Skinner – Senior Marketing and Content Officer

Agency: CHEP
Cristian Staal & Marianne O’Brien – Managing Partners – Creative
Christie Luxton – Assoc Creative Director
Sal Borzillo – Art Director
Mel Ashman – Executive Producer
Katrine Bowman – Agency Producer
Katie Peacock – Strategy Director
Christine Gannon – Managing Partner
Dean Matejcek – Senior Account Manager

Production Company – Taxi Films
Director – Tristan Houghton
Producer – Simone Mackie
Post: The Post Lounge
Editor: Annika Damon
Sound: Rosco Audio

Media Agencies: Mediacom & Rapid Media

TAFE Queensland launches new campaign that ‘feels right for right now’ via CHE Proximity