TAFE Queensland ‘makes great happen’ in new brand campaign via Publicis Mojo, Brisbane

Publicis Mojo Brisbane has launched a new brand identity and brand campaign for TAFE Queensland, to reignite pride in TAFE and its graduate professions by celebrating the practical skills that we often take for granted.

For too long it’s been about glorifying the white collar professions. This campaign celebrates the doers in life – the builders, the bakers, the landscapers, the nurturers, the entertainers – the people who make the world turn, the people who make great happen.

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TAFE Queensland has the highest awareness of any further education provider in Queensland, but it’s rarely considered by people who also have the choice to go to university. The new brand campaign aims to make TAFE Queensland a brand that people are proud to choose first.

Says Rob Kent, Publicis Mojo Brisbane managing partner: “We’re proud to shine the spotlight on the doers in life.

“Even in the advertising industry, TAFE has educated some of the finest directors, producers, cinematographers, VFX artists and photographers, so we involved those people in the creation of this campaign.”

The Make Great Happen campaign is complemented by outdoor & transit, cinema, radio, digital and social all encouraging potential students to the new website www.tafeqld.edu.au. The media strategy and planning has been created by ZenithOptimedia Brisbane.

The new brand identity has been launched to unite the brand, make it more contemporary, attractive and distinctive in the category in Queensland and internationally.

The campaign’s TVC was directed by TAFE-graduate Grant Marshall from Blacklab International with visual effects and post-production by Cutting Edge. The music is called Given The Chance by The Kite String Tangle and the read is by Australian Poetry Slam champion, Luka Lesson.

Agency: Publicis Mojo Brisbane

Music: The Kite String Tangle