The University of Sydney sparks leadership conversation in work via The Monkeys + Maud

A campaign for the University of Sydney via The Monkeys and Maud sets out to start a conversation about leadership by featuring thought-provoking statements designed to challenge people’s ideas on topics such as ‘Could Lady Gaga solve the Ukraine crisis?’ ‘Do women make better leaders?’ and ‘Is it social media, or anti-social media?’

The campaign relaunches the University’s brand via a complete overhaul of its visual identity and a series of outdoor, press, social and event activations, that will set the tone for the University’s brand communications going forward.

As debate about the possibility of a global leadership deficit heats up, the University of Sydney hopes to start a conversation about what it means to be a leader, highlighting its new position and philosophy of “leadership for good”.

Says Johanna Lowe, head of marketing, communications and engagement at the University of Sydney: “For more than 160 years, the University of Sydney has been a place of leadership, where new ideas and bold thinking thrive – we were the first university in the world to admit students solely on academic merit, and to open our doors to women on the same basis as men.

“We know that leadership comes from all walks of life and different perspectives, and with this campaign we’re inviting the community to join the conversation on what leadership means today.

“The thought-provoking issues we’ve chosen are close to the University’s heart, and need genuine leadership. We’re excited to hear perspectives from across the community.”