Curtin University - The Box

The Brand Agency helped Curtin University recruit more high school graduates through this campaign. They spent time with the target audience "in their natural environments" to gain this insight: stress is at the heart of the problem.

Curtin University

Meredith Simpson and Paul Yole

The Box© is a story about how in order to solve a complicated problem of market share decline we had to dig deeper than the seemingly straightforward brief that was presented to us.

Curtin University needed to find a way to recruit more high school graduates so they briefed The Brand Agency to create a mass media campaign.

This seemed odd to us. Why use mass media to reach a cohort of only 15,000? So, we set out to uncover what the core problem was and what our audience really needed....

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