Charles Darwin University
Charles Darwin University is unlike any other university, in that 71% of its students are mature aged. Our brief was to create a recruitment campaign for these students who faced a different set of challenges to school leavers.
We flipped the traditional university script by saying, “we need you to make the world better” and created the brand platform, "You make CDU" to help mature age students see their barriers to study, as advantages to succeed. CDU became a university that celebrated an older student’s unique experiences, perspectives and opinions.
Our integrated campaign consisted of TV, cinema, pre-roll, OOH, radio, press and social, starring CDU graduates and their diverse journeys to university – highlighting CDU’s supportive and flexible learning environment.
These were created with The Hooligan Collective. We traveled across 3 different states to capture these students and their lives. These videos were feature across TV, cinema, pre-roll.
We also created tactical videos for social. These were course specific and focused on what
Charles Darwin University can offer you.
Charles Darwin University can offer you.
OOH
Static social posts using our highlight tool.
When not using our students we created a design language that could be used across multiple assets. Creative a diverse and adaptable style so the campaign never felt stagnant.
