University of Sydney - Unexpected Collaborations [2014]

After successfully winning the University of Sydney from a pitch, we were invited to work with them on a brand refresh. We developed and implemented a new brand strategy which was focused on changing the perception of the University from being old and stuffy to progressive and innovative.

Having been around for 150+ years and recognised as one of the best universities, both in Australia and globally, the University of Sydney is a beacon of leadership in the academic and real world. Many of Australia’s greatest leaders and mentors were made up of alumni but the University was losing relevancy in this new world. Repositioning the University around “leadership” meant we could celebrate the good we do without sound arrogant.

The first campaign - “leadership for good” - was all about using OOH and street posters to start a contemporary discussion about leadership by marrying topical events with provocative leadership ideas. By giving each leadership statement context we were able to make a complex conversation accessible to prospective undergrad students. If only our politicians were having these sorts of discussions!

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The second campaign - “food for thought” - was about getting prospective undergrad students to interact with us in the wider Sydney community. Our food truck traversed Sydney for a week, exchanging nachos and pastrami sandwiches for ideas about what (good) leadership actually means. Consideration went up by 11% for undergrad students and 29% for postgrad.