The University of Sydney launches its latest brand campaign ‘Unlearn’ via The Monkeys

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Screen Shot 2017-09-18 at 8.46.04 am.jpgEstablishing itself as a thought leader with a re-imagined approach to undergraduate education, The University of Sydney has launched its new brand campaign, Unlearn, created by The Monkeys.

The new curriculum will be on offer from 2018 and represents the most significant change to education the University of Sydney has undertaken in a generation. The university’s new model aims to better prepare graduates to succeed in a world where the careers and jobs of the future will be very different from today.

Screen Shot 2017-09-18 at 8.45.43 am.jpgThe campaign demonstrates that while we’ve all been taught how to memorise facts and figures, not everyone has been taught how to unlearn – how to question the world, demolish social norms and rebuild new ones in their place.  The campaign will run across online, print andScreen Shot 2017-09-18 at 8.45.20 am.jpg outdoor.

Says Barbara Humphries, creative director, The Monkeys: “This is a bold direction for the University to take and a perfect example of their Leadership for Good positioning. Unlearning can take us to places conventional learningScreen Shot 2017-09-18 at 8.46.23 am.jpg can’t.”

Says Johanna Lowe, deputy director, marketing and communications, The University of Sydney: “Giving our graduates the capacity to think critically and make a positive change in the world is at the heart of our undergraduate education model. The ‘Unlearn’ campaign reflects this progressive approach really well, and we hope it encourages our community to do some ‘unlearning’ too.”

Client: The University of Sydney

Director, Marketing and Communications & Chief Marketing Officer: Marian Theobald

Deputy Director, Marketing and Communications: Johanna Lowe

Head, Brand and Marketing Services: Kerry Capsanis

Project and Brand Manager: Pia McMorran

Project and Brand Manager: Jessie Carter

Agency: The Monkeys

Chief Creative Officer: Scott Nowell

Creative Director: Barbara Humphries

Creative team: Chloe Banicevic and Archana Murugaser

Finished Artist: Lucinda Hansen

Designer: Lauren Elliot

Managing Director: Matthew Michael

Group Content Director: Kelly Spence

Content Director: Shannon Duhig

Senior Content Manager: Tim Leathart

Head of Production: Thea Carone

Senior Broadcast Producer: Christina Wilmot

Broadcast Producer: Ellen Fraser

Senior Integrated Producer: Sally Lankshear

Executive Planning Director: Fabio Buresti

Head of Strategy: Michael Hogg

Communications Strategy Director: Gary Peace

Production Company – PHOTOPLAY

Film Director – Michael Corridore

Producer – Emma Thompson

EP – Oliver Lawrance

Media: Rob Howes