Client: Faculty of Fine Arts & Music, University of Melbourne

Outputs: Brand Campaign Strategy

Problem: Global rankings are incredibly important for university enrolments and funding. Rankings are decided by global peers. We needed to launch the new Faculty of Fine Arts and Music to the global stage, and boost their reputation. The problem? How does a new, unknown arts school, with no real ‘chops’ or famous alumni, at the bottom of the world in a country not known for producing art, compete with the likes of Juilliard? We needed to do gain credibility with our global peers, and get them to believe in the potential of our new school.

Insight: Art has the power to affect change in the world, by exposing us to new perspectives and ideas, but the world’s elite art schools are shackled to their pasts, and therefore a homogenous, singular future.

Proposition: We facilitate unique, artistic perspectives that are unshackled from the past.

Idea: The world doesn’t need another Michelangelo, it needs you.

Campaign: We asked emerging artists studying at the Faculty to reinterpret commissions given to artists of the past - the commission given to Michelangelo in 1501 asked that he ‘create a vision of human physical perfection’, resulting in the Statue of David. How would young minds today respond? The campaign launched in Florence, Italy, at the feet of David.

Results: The exhibition was covered in global press including The Guardian UK & US, Vogue China, Wall Street Journal, and at home across ABC TV & Radio. The campaign was supported by paid and earned media. It was highly effective, and won a Silver at the APAC Effies. Importantly, it helped to really breathe, rather than just badge the essence of the brand platform into the minds of students: The Bravery to be You.

Client: Beyond Blue

Outputs: Brand Platform, Brand Campaign

Problem: Despite the country making huge leaps in recent years with regards to the awareness and salience of mental health, Australians still do what they do best - when facing a problem, they minimise, adopt a ‘she’ll be right’ attitude and wait for things to get better on their own. The problem is, in most cases, they don’t. The more people put off getting help, the more likely they are to slip further into poorer mental health. Australia’s mental health system is therefore under immense strain at what we call ‘crisis point’, as we’ve failed to catch people early enough. Our research led us to understand that the worse you get, the less likely you are to make it back.

Insight: The deeper you go into the woods, the longer the walk out.

Job to be done: Get ‘at risk’ people to recognise the signs and symptoms of poor mental health, sooner rather than later, and go to Beyond Blue to seek next steps.

Proposition: The sooner you seek help, the sooner you get back to being you.

Brand Platform: Before things get beyond you, there’s Beyond Blue.