The University of Ballarat changes the picture for mature age students in new campaign via Cubed

To highlight the number of courses on offer for mature age students, the University of Ballarat, via Cubed Communications, has launched a campaign designed to show how easy it is to change careers through a course – all starting when you make a direct application.

The integrated campaign draws inspiration from classic carnival side-show painted wooden cut-outs.

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The campaign launches with a TVC that depicts a pair of professionals ‘taking the first step’ towards changing their careers, shows them ‘trying on’ representations of diverse careers, and culminates with each finding a career profile they are happy with.

Says Phill Crone, manager of marketing and communication at University of Ballarat: “The campaign idea not only highlights the fact that we have many course choices available, but also gets across the idea of how easy it is to apply directly.

“The target market for direct applications is generally more mature and are in a career that may be comfortable, but not necessarily 100% right for them. Through a diverse range of program, we can offer them the chance of further education to advance or change their career path completely. This campaign highlights that by sticking their neck out, they can overcome their own inertia.”

Says Mike Chuter, founding partner at Cubed: “We developed a strategy and campaign idea that would motivate and inspire people to take action. This campaign shows that by doing something for yourself, such as making a direct application to a course at UB, you can learn to succeed in life – as the creative execution clearly demonstrates across all media channels.”

The campaign includes bus ads where passengers can place their heads in the face holes of the cut outs, as well as extensive radio, online and print executions.

It’s another production by Cubed in collaboration with Trevor and Matt Holcomb from SceneOn – with some magic visual effects from Goldie – and Cubed creative director Bruce Williams is once again delighted with the outcome.

Says Williams: “We managed to capture some great performances that combine well with the illustrations to conjure a scenario most people fondly recall from their childhood… who didn’t love posing behind the strong-man, mermaid or “head-in-the-mouth-of-the-shark” cut-outs as a kid?

“Twisting this idea to explore different career paths is a fun and involving way to get people to picture themselves in the career they really want.”

University of Ballarat:

SOUND: Markus Kellow