UNE encourages people to adapt to a rapidly changing world in latest campaign via Engine

A new brand campaign via Engine, encouraging people to adapt to a rapidly changing world and harness the power of education, has been launched by the University of New England.

The campaign is a result of extensive consumer insights and concept testing research and the collaborative efforts of the UNE, IQ Branding.asia and Engine teams.

VIEW THE SPOT

Says Tim Wger, managing director, Engine: “When UNE asked us to develop a brand campaign creative concept with exceptional cut through potential, we knew we had a very special opportunity in front of us.  It really was a dream brief.  One of the most appealing things about this brief for our team was UNE’s wish to communicate in an adult to adult tone; an instant differentiator in a sea of adult to child university communications.”

The national campaign includes TV, cinema, inflight, magazine, digital and social.  The centrepiece of the campaign being a 90 second spot that tells the story of a woman’s growth and relationship with her mum from newborn to 40 years old, the light and shade that is life and the role education plays in her journey.

Says Kory McAvoy, creative director, Engine: “The story is of impermanence, resilience and most importantly, the human experience. It is about what connects us, drives us and defines us. It has been successful in creating an emotional connection with the viewer because it enables them to see themselves in it, and that can be very powerful.”

UNE is one of the country’s leading providers of online education.

Creative Agency: Engine

Media Agency: Carat Sydney