The University of Adelaide’s light shines bright in its latest ‘Seek Light’ campaign via NATION
The University of Adelaide has launched a sequel to its highly successful Seek Light brand campaign via NATION.
Says Professor Warren Bebbington, vice chancellor, The University of Adelaide: “Seek Light was a response to our strategic plan and it highlighted the distinctive aspects of the institution. It’s been three years since we introduced the concept and the campaign has exceeded all expectations.”
Market research revealed that whilst South Australia’s leading university was recognised as aspirational there was opportunity to tell more of the University of Adelaide story around outcomes for students.
The research also showed that the key benefits for students are aligned with the qualities sought by prospective employers. These attributes include leadership, critical thinking, problem solving and the ability to see opportunities.
Says Ben Grindlay, director of marketing and communications: “This next iteration of Seek Light will engage people around the outcomes and benefits they experience as a result of studying here. We want people to understand that an education at The University of Adelaide goes beyond your first job. It represents a learning experience that enables you for the rest of your life.”
The campaign features faculty staff, students and alumni and is set predominantly in locations that are part of the university.
Says Phil Sandford, brand manager: “We 
wanted to feature our people, our places and our projects so that we could tell a genuinely authentic story.”
Says Geoff Robertson, creative director, NATION: “We felt like we were recording our second album after a number one hit. We faced the project with a mixture of both excitement and trepidation.”
Light plays a significant role in the creative execution. The campaign features images showing current students, faculty staff and graduates in visually stunning scenes using light as a metaphor for illumination – the discovery of new knowledge.
Says Greg Knagge, managing director, NATION: “We work very closely with our clients on business transformation and stakeholder engagement. Seek Light has been an exercise in brand reinvigoration. I believe it has been so successful thanks to our unique relationship with the University of Adelaide marketing team.”
The integrated campaign includes cinema, television, outdoor, and digital components and launches 1st May 2016.
The University of Adelaide:
Director, Marketing and Communications – Benjamin Grindlay
Brand and Content Manager – Phil Sandford
Advertising and Campaigns Coordinator – Ainsley Campbell
Nation:
Creative Director – Geoff Robertson
Creative Team – Geoff Robertson, Jane Keen, Rory Kennett-Lister
Project Director/Agency Producer – Judi Oehme
Production:
Director/DP – Christopher Tovo
Production House Producer – Leona Cichon
Editor – Jon Holmes
Composer – Chris Larkin
Sound House – BestFX
4 Comments
If you’re going to put out a press release espousing a “unique relationship” with your client, back it up with work for them that isn’t so utterly generic.
Generic twaddle …..seems like one old man talking to another, rather than to a potential, young, energetic world changing wannabee uni student.
saw this ad at the movies last week…as a current postgrad Adelaide Uni student I’ve gotta say how severely disappointing and almost laughable this ad was. Terrible branding and completely interchangeable “distinctive aspects” with almost any other University…not the best use of my uni fees!
We trust the Adelaide Uni and the AADC co president thoroughly exhausted all the local directing, cinematography and post production talent before hiring from Melbourne. The University of Melbourne thanks you for employing it’s graduates.