Campaign details

Brand: University of Melbourne
Brand owner: University of Melbourne
Lead agency: McCann Melbourne
Contributing agencies: Onesal
Country: Australia
Industries: Educational, universities
Media channels: Content marketing, Online video, Outdoor, out-of-home, Print  - general, unspecified, Radio & audio, Social media, Websites & microsites
Budget: 1 - 3 million

Executive summary

All universities promise to prepare students for the 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 future worlds and landscapes that await them.

Talent for Every Future led to a measurable increase in awareness and understanding of the value of the Melbourne Model – the unique curriculum at the University of Melbourne, which gives students the chance to study a range of areas outside of their specific degree course. The result was an increase in demand for University of Melbourne graduates among key industry leaders in Melbourne and around Australia.

Market background and objectives

The higher education sector