University of Canberra

Breakthrough

Creative / Strategic Direction

It’s fair to say that in 2011 university creative was dull. Every single university used a boring formula that was designed to depict a quintessential varsity experience shown in American movies from the 80s. Creative included a nice photo of three students, usually with some multicultural diversity, holding some books, with a tree and a campus building in the background. This generic approach to creative delivered no point of difference for many universities.

Research suggested the market’s perception of the University of Canberra was not reflective of the brand’s true offering, limiting level of enquiry and impacting application rates.

We encapsulated the University’s vision in the words ‘Inspiring Change’, which communicate the intent to be a bold and progressive young university. The creative idea, ‘Breakthrough’, underpinned the transformative experience the University offers to all who pass through it. The creative execution allowed the brand to move away from stereotypical category visuals to become an innovative and youthful brand.

The Breakthrough idea also became the theme of the UC’s strategic vision. In 2016 Vice Chancellor Stephen Parker noted in a speech that UC had nearly doubled its student numbers via the Breakthrough as the University became one of the world’s top young universities ahead of schedule.

UC Passions TVC
Concept & Development: OMG!Creative; Written: Peter Murphy / OMG!Creative; Directed: Craig McClean; Produced: Mr&Mrs Smith

We were here – media: multi-media/multi-coloured chess pieces
An experiential installation for UC Open Day – prospective students were asked to take part in the installation of a creative piece by an up-and-coming Australian artist. To bring the experience full-circle: the artist George Rose, is UC Alumni.
Concept & Development: OMG!Creative / George Rose; Installed by George Rose & Friends, UC Staff and Students, UC Open Day visitors.

What else?

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Contact Us

OMG! Creative

Level 3, 180 Flinders Street
Melbourne Victoria 3000

03 9654 0532
hello@omgcreative.com.au

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