Perth’s Curtin University gets switched on to a new brand positioning from The Brand Agency

CB Exclusive – Curtin University launches a new brand campaign this weekend that positions Curtin as the university where the brightest minds ‘Make Tomorrow Better’.

The campaign, created by The Brand Agency, Perth, is designed to change the way Curtin is seen by its wider market, including prospective students, employers and business partners. The University is well known for innovation and has recently shortened its name (from Curtin University of Technology) to broaden its appeal.

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A suite of TV commercials will spearhead the campaign, which also includes a dedicated website, Facebook page, Twitter account, online advertising and out of home. Curtin’s highly awarded undergraduate recruitment project, The Box, has also been strengthened further and continues under the separate badge of ‘Studentbox’.

The Make Tomorrow Better campaign goes to air this Sunday and is the first major work created under The Brand Agency’s new ECD Garry Horner, the former ECD at Whybin\TBWA in Sydney who joined late last year. The ads depict a different world in which everyone’s head is replaced by light bulbs, demonstrating that Curtin people have bright minds and are a little more switched on.

Director Sam Bennetts from Plaza Films shot the campaign at 15 different locations using custom-made LED light helmets that could be transformed by 3D animation in post production.

The Brand Agency’s business director, Morgen Lewis said: “We wanted to show that innovation is more than just bright ideas. It is about turning ideas into reality. Our research showed that employers like the way Curtin graduates can hit the deck running so we decided the campaign should show how Curtin’s point of difference is their people, who can achieve better results by putting their bright minds to work with industry. Make Tomorrow Better is a call to arms from Curtin for anybody who wants to make a difference by applying their bright minds to solve real problems.”

 “We are very aware that in the highly competitive higher education sector, standing out from the crowd with a compelling message is critical” said Karen Carriero, Director of Marketing at Curtin University.

“We believe The Brand Agency has given us a visually appealing and distinctive ad campaign that demonstrates success, centred around our students and graduates.”

Credits:

Executive Creative Director: Garry Horner