University of Adelaide starts its 10 year plan with launch of ‘Seek Light’ campaign via NATION

The University of Adelaide is launching a new brand campaign via agency NATION to reaffirm the institution’s position as one of Australia’s leading universities.

The campaign, developed by NATION, is in response to the development of the University’s new 10-year Strategic Plan Beacon of Enlightenment led by Professor Warren Bebbington, Vice-Chancellor and President.

“The Strategic Plan explores themes from the founders of the University,” said Dr Ben Grindlay, Director of Marketing and Communications. “It provides a clear focus for our future, helps to promote the distinctive features of our university and builds on the strength of our past.”

The campaign describes the University’s commitment to the search for new knowledge under the theme of Seek Light.

VIEW THE SPOT

“Light is used as an engaging metaphor for the enlightenment that new knowledge brings,” Grindlay said. “Light also shares a direct association with our University’s motto: Sub Cruce Lumen meaning ‘Light [of learning] under the [Southern] cross’.”

“The University is much more than bricks and mortar. It is essentially a community drawn together by a common philosophy – the desire to discover new knowledge,” said Greg Knagge, managing director of NATION.

Outdoor and digital executions extend the campaign by presenting a series of world challenges posing questions such as “can we help endangered species prevail?” and “can we save our planet?”

“These big questions are designed to engage the audience with global issues that require the discovery of new knowledge to provide answers,” said NATION Creative Director Geoff Robertson.

The campaign launches across cinema, television, outdoor, digital and print channels.

Client: The University of Adelaide.

Photography: Mike Smith.