The Campaign

The campaign targeted local and international students wishing to study at Murdoch University in Perth, Australia and abroad at campuses in Rockingham, Mandurah, Singapore and Dubai. Bringing to life the philosophy and people who make Murdoch unlike other universities, Free Your Think centered around the visual representation of the word “Think.” The campaign consisted of 6 individual spots each of which needed a unique typography that was representative of the topic at hand. Brand, Researcher, Nanotech, Sound, Human Aid and Microbiology each begin as a thought bubble with an intelligent, generating heart. We see each Think grow, swell and flourish in the Murdoch environment, blooming and maturing into a network of pure intelligence.

Creative Execution

The design and mechanics of each “Think” were deliberate and simple, illustrating the idea of thoughts in a pure intelligent form. Each “Think” was representative of each of the specific disciplines studied by the real-world selected students and lecturers that featured in the TVCs. The student and lecturers were introduced as minor characters, whilst remaining an important anchor for each specific craft/ area of study. The art direction was designed to add to the strong but clean and complete communication. All forms were designed to be pure, organic and stylish, reminiscent of seductive sculptures that are constantly evolving. Each spot, although unique in terms of treatment and stand alone scripts, was shot systematically. Plates were shot prior to the incorporation of CG, design, VFX and composite elements.

Indication of how successful the outcome was in the market

The campaign was highly successful and exceeded expectations, making the Murdoch brand more recognised within the arena of tertiary education.