WA’s biggest university is launching a new brand campaign that positions Curtin as the university where the brightest minds Make Tomorrow Better.
The campaign is designed to enhance the way Curtin is seen by its wider market, including prospective students, employers and business partners.
The University is well known for innovation and recently dropped ‘of Technology’ from its name. It now operates as Curtin University, reflecting its move from being a university primarily focused on applied technology to a research-based institution with a broad course offering.
Curtin’s Vice-President Corporate Relations and Development, Val Raubenheimer, said the Make Tomorrow Better campaign was a natural evolution of the well-known Curtinnovation brand platform.
“Curtinnovation continues to exist in everything we do. It’s in the way we make ideas happen and how we solve the problems in the world around us. It’s in the way we see opportunities to make tomorrow better,” Ms Raubenheimer said.
“Curtin graduates have a reputation for being able to make a difference from their first day on the job. You could say our graduates are a little more ‘switched on’.”
The Make Tomorrow Better campaign TV ad will premiere this Sunday. It is the first major work created under The Brand Agency’s Executive Creative Director Garry Horner.
The suite of TV commercials will spearhead the integrated campaign, which also includes a dedicated website (maketomorrowbetter.com.au), Facebook page, Twitter account, online advertising and outdoor. Curtin’s highly awarded undergraduate recruitment project, The Box, has also been strengthened and continues under the separate badge of ‘Studentbox’.
The TV ads depict a different world in which everyone’s head is replaced by light bulbs, demonstrating that Curtin people have the brightest minds and are a little more switched on.
Plaza Films shot the campaign at 15 different locations using custom-made LED light helmets that could be transformed by 3D animation in post production. Music is provided by Curtin graduate Richard Pike, a member of the well-known Australian experimental electronic band PVT.
The Brand Agency’s Business Director, Morgen Lewis said Make Tomorrow Better is a call to arms from Curtin for anybody who wants to make a difference by applying their bright minds to solve real problems.
“We wanted to show that innovation is more than just bright ideas. It is about turning ideas into reality,” Ms Lewis commented.
“Our research showed that employers like the way Curtin graduates can hit the deck running, so we decided the campaign should show how Curtin’s point of difference is their people who can achieve better results by putting their bright minds to work with industry.”
Executive Creative Director: Garry Horner
Writers: Garry Horner, James Wills
Art Directors: Garry Horner, David Donald
Digital: Brad Cumbers, Gene Brutty, Tim Seddon, Georg Widschwendter, Carl Fraunschiel
Business Director: Morgen Lewis
Planning Director: Paul Yole
Client: Karen Carriero
Agency Producer: Ian Ford
Production Company/Producer: Plaza Films/ Edwina Speakman
Director: Sam Bennetts
Music: Richard Pike
Post production: Fin Design
Kristy Jones, Public Relations, Curtin University
Tel: 08 9266 1930, Mobile: 0402 517 300, Email: firstname.lastname@example.org
Note to COS: Stills from the TV ad and interviews are available on request.