VCE students have a smashing good time in new campaign for Deakin University via The Royals
This week sees Deakin University and The Royals encouraging VCE students to escape from the stress of exams, with a new campaign entitled: VCE Stress Break.
Live streamed for 1.5 hours each day from an online sitcom styled set, the campaign allows students to request cybernetic stress breaks from a colourful cast of costume-clad characters: “Sloth”; “Ghost”; “Robot” and “Hot Dog”.
From the campaign website, stressbreak.deakin.edu.au, students can request stress breaks such as: Have a Robot explode a Rubik’s Cube with a ukulele; have a Sloth attempt to break an alarm clock with a cushion; have a ghost destroy a feather pillow with a rubber chicken; have a giant hot dog crush a piñata with a tennis 
racket.
Says Matt Edge, digital marketing director, Deakin: “We know that VCE exams will be one of the most intense and stressful times a student will ever experience and this anxiety can hold them back from realising their true potential. Just taking a simple timeout can help students get 
back to study reenergised and thinking more clearly.”
Says Nick Cummins, creative partner at The Royals: “It’s always great when you get to work with a client that is thinking about their customer rather than just talking about themselves. This campaign is exactly that. And hey, who 
doesn’t love smashing stuff?!”
In addition to stress breaks, students will be able to engage in virtual ‘events’ within the site, including giant Jenga, Twister and an online disco party.
The campaign includes a series of online videos that drive traffic to stressbreak.deakin.edu.au across Facebook, Youtube and Instagram.
The Deakin VCE Stress Break encourages students to take short breaks from their studies, and gives them an outlet to relieve some pressure, have a laugh, shake off their anxiety and walk away after a break feeling refocused and reenergised.
Streaming live at 5pm Monday 19th – Friday 23rd October. The online sitcom is something that will be there every day for them and their mates and something they can rely on to tune out and de-stress.
Deakin:
Trisca Scott-Branagan – Executive Director Marketing Division
Matt Edge – Director Digital Marketing
James Tonkin – Digital Producer
Gemma Anderson – Digital Marketing Strategist
Alex Crowden – Social Media Content Coordinator
Gabriella Francis – Social Media Command & Innovation, Centre Manager
Calvin Pinegar – Digital Media Planner
Royals:
Nick Cummins – Creative Partner
Dave King – Strategy Partner
Steve O’Farrell – Managing Partner
Andrew Reeves – Communications Director
Lauren Kilby – Producer
Paige Kilburn – Account Director
Gareth Sweet – Creative
Joel Utter – Creative
Gus Hedström – Creative
Qiao Li – Filmmaker
Nicole Haddow – Content Editor
Paul Broomfield – Creative Technologist
Ken Sum – Designer
Hugh Simpson – Account Manager
Teagan Fardell – Social
The Sweet Shop
Logan Mucha – Director
Edward Pontifex – Executive Producer
Sarah Freeman – Producer
Wilf Sweetland – Managing Director
5 Comments
Very cool idea.
Very cool idea.
I preferred the Worldly campaign.
Seriously…this has no brand underpinning. Generic.
bad work posing as cool
‘no’ – what’s worldly?? i’ve never noticed a uni campaign until now. think it’s well done and students would love it.
cool