Universities Australia urges Aussies to ‘Keep It Clever’ in latest campaign via McCann Australia
No one likes being left behind, least of all Australia. To ensure that does not happen, McCann Australia and Universities Australia have created a campaign asking Australians to “Keep it Clever” by signing a petition, and taking other actions, to support our universities.
Universities do more than educate; they’re the engine rooms of innovation and research. With global competition intensifying, we risk being left behind.
The campaign aims to turbocharge a national conversation about the role of university education and research in creating the economy of the future.
Says Belinda Robinson, chief executive of Universities Australia: “Underpinning every successful nation is a highly capable university education ![UNI2017-1 [APN PortraitBack] V3.jpg](https://asset-cdn.campaignbrief.com/wp-content/uploads/2014/04/04124100/UNI20171205BAPN20PortraitBack5D20V3.jpg)
and research sector.”
The integrated campaign includes a new website, Facebook petition app, a long content web film, digital page takeovers, digital banners, search, social, outdoor and TV. This charming piece of film was created by production house, Mighty Nice through hand-drawn and hand-painted illustrations.
Well-known radio presenter and science communicator Adam Spencer supported the campaign as the voiceover artist.
Universities Australia, established in 2007, is the peak body representing our universities. Its mission is to advance and promote the benefits of Australian Universities to the nation.
McCANN
![UNI2024-3-AFR Rocket [280x5c].jpg](https://asset-cdn.campaignbrief.com/wp-content/uploads/2014/04/04124100/UNI20243AFR20Rocket205B280x5c5D.jpg)
Executive Creative Director: John Mescall
Creative Directors: Chris Searle & Damian Linklater
General Manager: Nicole Gardner
Senior Account Manager: Rebecca Elliott
Planning Karl Bates & Sarah McDonald
Digital Producers: Jeremy Carreon
Digital Strategist: Bradley Moore
Broadcast Producer: Charlotte Wilson
Animation: Mighty Nice
Director/Lead Artists: Darren Price/Alex Grigg, Pete Yong
Producer: Fi Patterson
Animators: Mike Singca, Ben Ommundson, Aaron McDonald
Compositor: Denis Bouyer
Music & Sound Design: Rumble Studios
9 Comments
Like injecting embalming fluid into the brain.
Another ‘war and peace’ list of contributors. Who is this aimed at? 7 year olds? It is patronizing and infantile – obviously trying to jump on the band wagon of “dumb ways to die”, but seriously, it’s supposed to be talking to adults, and probably adults that in their youth went to uni, so why talk to them like they’re in pre-school.
dark but funny
This is actually the second part of a Dumb Ways To Die trilogy, doesn’t make sense now, but when the third animation campaign for a totally unrelated client is released next month, it will all become clear.
Sad and charming at the same time, the penguins squeak breaks my heart.
Just because Dumb Ways To Die was an animated film, successful and Australian, doesn’t mean to say all Australian animated content from here on in is derivative of that one campaign. The style of this work is nothing like DWTD. The character design, animation, camera work, colour palette, it’s all different. So why bring it up? Is Persopolis (Go look it up) derivative of Toy Story, just because Toy Story came first? Why not go and watch some animated film rather than spending your days sniping on CB. Your grey matter will thank you for it…
Long and full which makes me think they didn’t have the target audience in mind when creating this.
Sadly what is ‘infantile’ are people that feel the need to denigrate work to boost their fragile ego. What’s also sad is the gross generalisation of work from one agency despite it coming from a different city. Are you some of you so dense to think that creatives figured “oh gee Melbourne are onto something here with DWTD let’s do animation too!”
My guess is that a different agency on the credits would have created an entirely different response too. Jealousy maketh the poison pen.
I thought it clever, charming and utterly utterly to the point.
And one final note @OneTrickPony, the aim of a petition campaign is to get as many signatures as possible. The audience is every single person in the land.
Such buffoonery….sigh
Taking a look at history, the university of sydney (1850) was among the first to allow its students to enter on MERIT not privilege or rank. Is this government really taking this step backwards to allow only its SIR’s and DAME’s to attend its (worlds best practice) education system? God help us.