The University of Melbourne is Australia’s top ranked higher education institution and is very highly regarded around the world. However, in a highly dynamic and competitive market, the task of differentiation was becoming increasingly difficult. So we needed to increase awareness and understanding of the value of the Melbourne Model, University of Melbourne’s unique curriculum, and demonstrate how studying at Melbourne helps prepare students for every future.
The brand film sets up the idea of a multitude of possibilities and depictions of futuristic worlds and professions, then presents the Melbourne Model as the way to prepare for this future. An integrated campaign then demonstrated the impact of the Melbourne Model by targeting employers in Melbourne’s largest companies and encouraging them to connect directly with Melbourne graduates through an online, LinkedIn powered, search tool.