The University of Melbourne: Case study

Credits & Description:

Client UNIVERSITY OF MELBOURNE
Product/Service UNIVERSITY OF MELBOURNE
Entrant McCANN MELBOURNE, AUSTRALIA
Idea Creation McCANN MELBOURNE, AUSTRALIA
Media Placement McCANN MELBOURNE, AUSTRALIA
PR McCANN MELBOURNE, AUSTRALIA
Production McCANN MELBOURNE, AUSTRALIA
Patrick Baron McCann Melbourne Chief Creative Officer
Matt Lawson McCann Melbourne Executive Creative Director
Charles Baylis McCann Melbourne Copywriter
Joseph Sibley McCann Melbourne Art Director
Charlie McDevitt McCann Melbourne Group Account Director
Emma Van Den Berg McCann Melbourne Account Director
Meg Andrews McCann Melbourne Account Manager
Leighton Howindt McCann Melbourne Account Executive
Charmari Kariyakaranage McCann Melbourne Strategic Planner
Anne Comber McCann Melbourne Agency Producer
Anita Deutsch-Burley McCann Melbourne Managing Director
Nahuel Salcedo Onesal Director
Ailin Brunner Onesal Executive Producer
The Campaign
All universities promise to prepare students for every possible future. But the reality is, we don’t know what the future looks like. To prove that the University of Melbourne prepares students for every possible future, we used the University’s own research and data to visualise the worlds and landscapes that await them. Medical data was merged with biometric research, climate change data with urban design and population growth data with future city modelling. These beautifully-crafted visualised futures were designed to engage a younger audience - one that wouldn’t normally search out or share the content of an educational institution.
Creative Execution
Working with boutique Tokyo design and motion graphics studio Onesal we identified the University’s research data that would shape the future of key industries. The result was a suite of beautifully animated films that presented versions of the future unlike any that have been seen before, and then show students ways to prepare for them at the University of Melbourne. The films populated online and social media, engaging an audience not normally searching out future industries or even educational institutions.