A refresh of QUT's longstanding ‘The University for the Real World’ creative platform.
Queensland University of Technology (QUT), in collaboration with VML, have unveiled a brand campaign that refreshes QUT’s longstanding ‘The University for the Real World’ creative platform.
The work addresses the category disconnect between academic learning and real-world application that students often experience.
The new ‘Real is’ campaign puts a spotlight on how QUT students are being prepared to shape the future, bridging the gap between classroom experiences and real-world challenges.
It addresses the disconnect between theoretical education and practical application. By highlighting real-world impacts and innovative learning opportunities, the campaign reaffirms QUT's commitment to relevant, hands-on education that prepares students for future challenges.
“At QUT, we believe that education should be real, relevant, and reflective of the world we live in. The ‘Real is’ campaign encapsulates our commitment to real world learning that prepares our students for the opportunities of the future," QUT executive director of marketing and communication Xavier Amouroux said.
“The 'Real is’ campaign has the authentic journeys of our students and alumni at its heart, showcasing how QUT has helped them navigate and shape the real world.”
The campaign features QUT stories about real world impact, learning innovation with QUT You, QUT’s first-of-its-kind new Faculty of Indigenous Knowledges and Culture, the rise of new courses like vertical degrees, and a focus on eSports and sustainability.
VML Brisbane MD Adam Kennedy said it’s a privilege to work on such an enduring brand platform and give it new meaning for the next generation of students.
"This work reaffirms QUT as the leaders in real-world learning," he said.
The fully integrated campaign, which connects brand, faculty, discipline and course level communications, launches with a 30” film, high-impact out-of home, social, and digital advertising.
Credits:
Client: Queensland University of Technology (QUT)
Executive Director, Marketing and Communication: Xavier Amouroux
Associate Director, Marketing and Recruitment: Leanne Cain
Associate Director, Brand and Digital Communications: Merisa Ruvic Brigg
Campaign Project Manager: Ash Cheah-Lord
Corporate Marketing Officer: Emma Alexander
Brand and Creative Studio Manager: Ashleigh Juers
Web and Digital Strategy Senior Manager: Deanne Mauch
Creative Agency: VML
Managing Director: Adam Kennedy
Head of Strategy: Andrew Kolb
Strategy Director: Dilip Garga
Head of Client Engagement: Janelle Shinners
Client Partner: Ingrid Postle
Account Director: Natasha Kent
Executive Creative Directors: Stu Turner & Benjamin Davis
Creative Director: Guido Pecego
Associate Creative Director: Lisa O’Neill
Senior Art Director: Phil Vale
Senior Copywriter: Jessamy Ross
Head of Production: Mignon Van Weeren
Broadcast Producer: Stephanie Leddin
Studio: Santi Drane
Production Company: 13CO
Executive Producer: Charity Downing
Executive Producer: Roy De Giorgio
DOP: Caleb Ware Photographer: Joel Pratley
Offline Editor: Joe Morris
Post Company: Toybox Animation
Composer: Brett Shaw
Sound Design: Squeak E.Clean Studios
