SYDNEY, AUSTRALIA – University of Technology Sydney (UTS) has unveiled a refreshingly bold campaign that mirrors its own architectural boldness. Nestled in Sydney’s creative district, with its unmistakable paper bag-inspired Dr. Chau Chak Wing Building and striking brutalist tower, UTS has partnered with The Core Agency to craft a campaign as unconventional as its campus.
Following a competitive pitch, The Core Agency secured the coveted account with their vision to unify the UTS brand under the platform: “It’s not just a university, it’s UTS.” The campaign strategically positions UTS as a category-defying institution that challenges the stale conventions of higher education.
The centerpiece of the campaign consists of cinematic narratives featuring authentic UTS students whose groundbreaking work and innovative thinking exemplify the university’s ethos of disruption and progress. Rather than manufacturing glossy fiction, these compelling true stories showcase real examples of unconventional excellence that have emerged from UTS.
Christian Finucane, founder and creative partner at The Core Agency said: “The more we learnt about UTS, the more we realised it’s so much more than a university. It sits in its very own category. We wanted the world to know about all the ground-breaking work being done at UTS, so we made sure to reflect the unbridled creativity and opportunity that awaits the brightest minds.”
The campaign launches in Australia and internationally, alongside a suite of OOH, digital display and social that complement the films. A new design system has been created, leveraging the existing brand identity, to unify all the campaign assets and allow it to be scaled across the university.
Tracy Chalk, chief marketing and communication officer at the University of Technology Sydney added: “In a sector where differentiation is an ongoing battle, we wanted a campaign that broke the standard ‘smiling student’ formula and created a narrative of ‘how and why’, rather than ‘what’. We needed an agency that could capture the unique qualities of a UTS experience and bring them to life through visual storytelling to build an emotional connection with our audiences. The Core Agency delivered in spades.”
CREDITS
Client: University of Technology Sydney
Chief Marketing & Communication Officer: Tracy Chalk
Head of Brand Strategy & Digital Marketing: David Rogan
Brand Strategy & Market Segments Manager: Devika Adlakha
Agency: The Core Agency
Founders & Creative Partners: Christian Finucane & Jon Skinner
Managing Partner: Rebecca Turner
Chief Strategy Officer: Megan Sneesby
Design Director: Nick Williams
Senior Creative: Sarah Mould
Senior Account Director: Stacey Paul
Senior Producer: Meredyth Judd
Production:
Director: Mick Soiza
Production house: Korace Films
Photographer: Nick Bowers
Post/audio: Monarx Post
Media: Bench Media
