"We wanted to take on the big, real-world challenges—AI, the cost of living, and the uncertainty around careers."
RMIT is positioning itself as a university that prepares students for the future, amid the social, economic, and environmental challenges facing the world.
The ‘What the future?!’ campaign demonstrates how the university is tackling some of the most pressing global issues—juxtaposing the anxiety young people are feeling about the state of the world, with the real-world, hands-on education that RMIT provides.
The campaign, which is the first major work commissioned for the university since it appointed Dentsu Creative in 2023, epitomises RMIT’s unique brand DNA and personality, and is refreshingly bold and creative.
Launching RMIT’s evolved brand line, ‘Ready for what’s next’, the campaign highlights how RMIT students are equipped with the skills, knowledge and adaptability to thrive in an uncertain, technology-driven future.
RMIT University associate brand director Simon Cormack said the campaign captures the essence of RMIT’s promise to students.
"With ‘What the future?!’, we wanted to take on the big, real-world challenges—AI, the cost of living, and the uncertainty around careers," Cormack said.
"It’s a bold, brave campaign that doesn’t just ask the tough questions but shows there’s a way forward at RMIT. What makes it even more special is that it features our own students, alumni, and staff."
Dentsu Creative chief creative officer Ben Coulson said what the future is pretty much a daily response to the news these days.
"We thought it made a good conversation starter when talking to young people about their future," Coulson said.
"I'm also an RMIT Alumnus, still in the game a couple of decades of change later, so I'm kind of living proof of the proposition."
The campaign will be live across YouTube, TikTok, Meta and streaming services.
Credits
Client: Royal Melbourne Institute of Technology (RMIT)
Chief Experience Officer: Chaminda Ranasinghe
Director, Global Marketing: Carmen Gould
Assistant Director, Brand: Simon Cormack
Creative Agency: Dentsu Creative
Chief Creative Officer: Ben Coulson
Executive Creative Director: Sarah McGregor
Group Creative Director: Zac Pritchard
Creative Director: V. Wassim Kanaan
Senior Producer: Tom Pearce
National Head of Strategy: Graham Alvarez-Jarratt
Managing Director: Katie Firth
Managing Partner: Hayden Isaacs
Group Account Director: Catherine Nolan
Senior Account Manager: Bart Wright
Production Company: Revolver
Director: Leilani Croucher
Managing Director/Co-Owner: Michael Ritchie
Executive Producer/Partner: Pip Smart
Producer: Caroline Kruck
Post Producer: Lily Warland
Facilitating Producer: Carson Ng
DOP: Andy Commis
Production Designer: Helen Fitzgerald
Post Production- Editor, Colourist, Motion Designer, VFX/Online: Scott Stirling
Additional VFX Compositing: Viv Baker
Additional Graphic Design: Madeleine-Eve Pattison
Music composition & Post-audio: Otis
Casting: Citizen Jane
Media Agency: The Media Store
Chief Strategy Officer: Sam Cousins
Senior Digital Manager: Elaina Opare
