RMIT asks ‘What the future?!' via Dentsu Creative

17 March 2025
 

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"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

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