Where great minds collide: Melbourne launches new brand campaign

October 15 / 168

The theme of ‘collision’ or collaboration between great minds is at the heart of the University’s new brand campaign.


The University’s Collision campaign tells stories of collaboration that have led to significant research achievements. 


Stories highlighted include: accountants working with botanists to measure the carbon dioxide Melbourne’s botanic garden absorbs and its impact on city planning for climate change; water conservation in the Goulburn Valley being applied in China; and researchers from the fields of genomics and cancer treatment teaming up in the fight against melanoma.


The campaign runs into 2016 at a cost of $4 million, which covers agency fees, production costs and media.


Acting Vice-Chancellor Professor Margaret Sheil said it is an important time for the University to ensure the wider community better understands the work it does.


“The idea of a collision in academia is at the heart of what we do at the University. We have so many examples of great people coming together to deliver innovations and ideas that genuinely make a difference in peoples lives.


“This isn’t just about creating an ad. This campaign is all about putting our people, the work that they do and the impact that it has, front and centre.”


A brand film, which features staff and students and is partly choreographed by alumni, has been produced for cinema and digital channels. A collection of press and digital executions and will also support the campaign.


Supporting the campaign will be the launch of a new digital content platform, Pursuit, which has been developed from the ground up to be an online hub for the University’s news, stories and events

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