2020 D&AD
Media
Granite Pencil
A Future Without Change
Monash University's Most Successful Recruitment Event Ever
Client
- Monash University
Office
- Melbourne
Every execution links back to research, initiatives, and programs of work being done at Monash to safeguard the future. The fictitious scenarios aim to represent a problem at crisis point and take audiences on a journey right through to the solutions being pursued through various streams of work at Monash University
Fabian Marrone
Chief Marketing Officer, Monash University
Every year high school students are bombarded by university recruitment campaigns. So, while other universities showed students a perfect future, Monash University stood out by showing one plagued by problems.
Help Monash University stand out in a competitive and homogenous category by challenging people’s perceptions of what a university and higher education can be about.
VML created A Future Without Change, giving students a glimpse into what our world could become if we merely adapt to the issues we face instead of changing them.
We attracted students through a digital and physical experience that shows a dystopian view of the inventions that will need to exist if we don’t create the necessary change.
With the help of each faculty, the team created 17 products that shouldn’t exist. These were brought to life through a multi-sensory campaign that the public could touch, hold, smell, taste and interact with.
By showing a future that shouldn’t exist, the integrated campaign – supported by digital OOH, online films, social posts and ongoing VR experiences – helped recruit and inspire the next generation to change it.
Over 12,000 people engaged across two activations, with 24.6% of student visitors registering to a faculty, making Monash the No.1 Preference University in the country.
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Awards
2021 Cannes Lions
Design / Brand Environment & Experience Design - Event Storytelling
Gold
2021 Gerety Awards
Experience
Silver
2020 Spikes Asia
Media - Use of Events or Stunts
Gold
2020 Spikes Asia
Media - Use of Events or Stunts
Gold
2020 Adstars
Direct
Crystal
2020 Award Awards
Events and Experiences
Silver
2020 Award Awards
Installations
Bronze
2020 Award Awards
Use of Events and Stunts
Bronze
2020 Creative Pool
Integrated Campaign
Bronze
2020 Creative Pool
Experiential
Bronze
2020 Spikes Asia
Brand Experience - Exhibitions + Installations
Bronze
2020 Spikes Asia
Media - Sector - FP/Charity/Government
Bronze
2020 Spikes Asia
Brand experience & activation - Exhibitions/Installations
Bronze
2021 Cannes Lions
Media Lions - Use of Ambient Media - Large Scale
Bronze
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