A new campaign from the Queensland University of Technology (QUT) via the BCM Group takes QUT’s long-held ‘real-world’ positioning to the next level in a fast-paced and gripping visual narrative that follows the journeys of real students in their epic race to success.
Directed by the famous filmmaker Mark Toia, the campaign “the real world begins here”, delivered in the form of films 30 “and 60”, is timed to the voice of the young poet slam, whose words transport us from the first day of the students , through a dynamic series of student experiences on campus and around the world, to a crescendo of professional excitement and reward.
Xavier Amouroux, general manager of marketing and communications at QUT, said it was important for this year’s campaign to bring new meaning to the real world who spoke about the practical learning environment of the university and demonstrated how the QUT student experience differs from that of other universities.
“We created this campaign to show students that we can truly match their aspirations and ambition. That their future will be bright and that QUT is positioned as the university of the real world, ”he said.
BCM’s creative duo Nick Ikonomou and Mike Rolfe said slam poetry was the perfect way to write a script that embodies the energy and enthusiasm of students marking the post-pandemic world.
“It has been a welcoming challenge forging a new campaign that takes QUT’s long established ‘real world’ positioning to the next level. It is a great shot of energy, attitude and unabashedly reaffirms QUT as a leader in real world learning, ”they said.
BCM Managing Director and Partner Phil McDonald said, “It has been a very enjoyable and collaborative process bringing this campaign to life with Xavier and his team. The work focuses on QUT’s unique competitive advantage over its competitors, taking the form of an incredible film and array of digital assets that will shine through on screens of all shapes and sizes and throughout the journey of the world. consumer.
Client: Queensland University of Technology (QUT)
Marketing and Communication Executive Director: Xavier Amouroux
Associate Director, Marketing and Recruitment: Leanne Cain
Associate Director, Brand and Digital Communications: Natalie Ryan
Marketing consultant: Ben O’Grady
Senior Director, Student Recruitment: Katie Sevil
Visual Communication Services: Olivia Muir
Creative and media agency: Groupe BCM
Managing Director and Partner: Paul Cornwell
Managing Director and Partner: Phil McDonald
Senior Art Director: Mike Rolfe
Senior Writer: Nick Ikonomou
Broadcast Producer: Holly Hayes
Senior Account Manager: Christine Malek
Director, Media and Engagement: Chris Platt
Media Officer: Laura Furness
Senior Engagement Strategist: Dave Mooney
Production company: Zoom Film & TV
Post-production company: N / A
Producer: Keri Grant
Director: Mark Toia
1st AC: Cameron Clark
Publisher: Mark Toia
Online Editor: Mark Toia
Colorist: Mark Toia
Music: Earthquake by Ryan Taubert
Sound design: Ross Batten
Editing: John English