Melbourne Polytechnic launches new ‘Discover Different’ campaign via Marmalade and Guilty

CB Exclusive – Melbourne Polytechnic has launched ‘Discover Different’, a new campaign via Marmalade Melbourne and Guilty Content. The first brand campaign from the institution demonstrates the stress, frustration and competitiveness people are faced with when their future is at stake. 

Says John Akritidis, creative director, Marmalade Melbourne. “The simple idea of musical chairs felt right to demonstrate how competitive it gets at the pointy end of applying for tertiary courses.”

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Says Christopher Tovo, director, Guilty Content: “This idea gave me the freedom to explore how competitive people get when placed in such a situation. You can see the genuine reactions in the end result.”

The film resolves with Melbourne Polytechnic providing a different approach to further education. A course specific campaign will accompany the brand campaign over summer.

Says Natalie Robinson, director of marketing and communications, Melbourne Polytechnic: “There are a number of relevant moments of truth that customers experience during the summer period, including reassessing their current job/career/life over the holiday break. We also know that there is a lot of confusion, fear of missing out, and a sense of having to out-compete and beat other people for places in a tertiary institute.  Melbourne Polytechnic has launched its ‘Discover Different’ campaign that cuts through the clutter and demonstrates relevance to the target audience’s situation.”

Says N Rodrigo, creative services manager, Melbourne Polytechnic: “We wanted to build on the existing brand platform and worked closely with Marmalade who honoured our initial creative direction. The idea really puts a stake in the ground when we hear the statement that it doesn’t need to be this way at all, signaling that we, as a brand, reject that fear and competition-based practice used by many of our competitors.”

The campaign will be rolled out on TV, cinema, online, social media and radio over coming months.