Aims to challenge outdated perceptions of university education.
Australia’s new major university Adelaide University has launched its first advertising campaign LAUNCH YOU via Richards Rose.
The ‘Launch You’ concept is designed to inspire prospective students, postgraduates, and researchers, positioning Adelaide University as the launchpad for their futures.
The campaign aims to challenge outdated perceptions of university education, reinforcing Adelaide University as a place for anyone ready to take that leap towards a career or change the world through research or innovation.
In May 2024, Richards Rose was appointed the lead creative agency for Adelaide University.
Beyond its student focus, ‘Launch You’ speaks to the broader need for a highly skilled workforce in South Australia and beyond. With thriving industries requiring more graduates than ever, Adelaide University will play a crucial role in driving economic and social progress.
At the heart of the creative approach is the idea of transformation. The campaign’s hero characters—representing future graduates, postgraduates, and researchers—are literally ‘launched’ from their current state, illustrating the experience of studying and working at Adelaide University.
The organising idea ‘We’re here to help launch new futures’ serves as the campaign’s signature, rolling out across a diverse multi-media strategy spanning television, digital, outdoor and social media in Australia and key international markets.
University of Adelaide CMO Benjamin Grindlay said this campaign captures the essence of Adelaide University - to propel students, researchers, and innovators forward.
"Whether it's a career, an idea, or a world-changing breakthrough, we're here to help launch new futures," Grindlay said.
"Higher education is about more than just study - it’s about momentum. This campaign represents Adelaide University’s role in shaping the future workforce and breaking down barriers to success."
University SA interim CMCO Sharna Sosnowski said Adelaide University will produce graduates able to compete and lead all around the world; it will attract international researchers and produce research of global impact.
"Accordingly, this campaign needed to speak to a global audience, inspiring future students, researchers and partners in Australia and beyond," Sosnowski said.
Richards Rose chief creative officer Adam Rose said at the heart of the word ‘launch’ sit the letters ‘AU’.
"But more than launching a new university, ‘Launch You’ is a creative platform celebrating thousands of individuals ready to make their mark on the world," Rose said.
"From high school students in South Australia to enterprising postgrads and international researchers, Adelaide University is here to springboard everyone towards a brighter future.”
Richards Rose CEO Digby Richards said he is delighted to unveil the first stage of the brand work for this exciting new University.
"We’re also incredibly proud to be part of the bold move to make higher education a priority in South Australia to help meet its rising productivity and industry needs for decades to come," Richards said.
CREDITS
Client
Adelaide University Working Team: Anita Head, Anna McCarron, Benjamin Grindlay, Danielle Talbot, Daniel Wise, Djurdjica Arslanagic, Elizabeth Glenn, Ella Trimbell, Geena Lamb, Jessica Rattley, Jordy Lovell, Lily Peace, Manuel Antonio Otero Borjas, Maria Mesa, Nick Babadimas, Nora Xu, Sarah Cutbush, Sharna Sosnowski.
Richards Rose
CEO: Digby Richards
Chief Creative Officer: Adam Rose
Alex Stainton: Executive Creative Director
Creative Group Head: Justin Lim
Head of Production: Tanya Hairman
Senior Producer: Amber Quin
Head of Strategy: Joseph Smeaton
Head of Account Management: Kristen Sandberg
Senior Account Director: Emily Sherwell
Account Manager: Marcus Howard
Creative Project Manager: Jonathan Gibb
Studio Manager: Alistair Donald
Senior Finished Artist: Tony Cooper
Designer: Lisa-May Pellaschiar
Production
Production Company: Good Oil
Director: Adam Gunser
Executive Producer: Juliet Bishop
Head of Production: Chana McLallen
DOP: Jeremy Rouse
1st AD: Adam Wareham
Stunt Co-Ordinator: Harry Dakanalis
Casting: Peta Einberg
Editor: Elise Butt, Arc Edit
VFX Supervisor: Nigel Mortimer, Blockhead VFX
Music Composition: Charlie White, Squeak E Clean
Audio Production: Squeak E Clean
Sonic Brand: In collaboration with Sonar Music c/- Fuller
Photographer: Daniel Boud
Photographer: Alexander Robertson
Roll out: WDM, Rodeo, Fuller
