Where great minds collide: Melbourne launches new brand campaign

The theme of ‘collision’ or collaboration between great minds is at the heart of the University of Melbourne’s new brand campaign, launched today, Sept. 25.

The university’s Collision campaign will tell the stories of collaboration at the university that has lead to significant research achievements. Some of the stories being highlighted include accountants working with botanists to measure how much Co2 Melbourne’s botanic gardens absorbs and what impact this has on city planning for climate change; researchers using what they’ve learned from water conservation in the Goulburn Valley and applying it in China, and; researchers from the fields of genomics and cancer treatment teaming up in the fight against melanoma.
The campaign will run into 2016 at a cost of $4 million, which covered agency fees, production costs and media.
Acting University of Melbourne Vice-Chancellor Professor Margaret Sheil said it is an important time for the university to ensure the wider community better understands the work it does.
“As a public-spirited institution—one that prides itself on playing a prominent role in educating future generations and finding solutions to the world’s grand challenges—it’s always been important that we share the impact and outcomes of our work with the community, both locally and further afield. And the current climate in higher education demands that we be more creative about this.
“The idea of a collision in academia is at the heart of what we do at the university. We have so many examples of great people coming together to deliver innovations and ideas that genuinely make a difference in peoples lives.
“This isn’t just about creating an ad. This campaign is all about putting our people, the work that they do and the impact that it has, front and centre.”
A brand film, which features staff and students, and part choreographed by alumni, has been produced for cinema and digital channels. A collection of press and digital executions and will also support the campaign.

Professor Sheil said the university made a conscious decision to focus this campaign on its research strengths. “We wanted to focus on something we strongly believe the public should have a greater investment in; that is research and its outcomes.”
Supporting the campaign will be the launch of a new digital content platform, Pursuit, which has been developed from the ground up to be an online hub for the university’s news, stories and events.