Campaign touches the imagination
[ The University of Melbourne Voice Vol. 1, No. 3
16 - 30 April 2007 ] By Rebecca Scott
Television viewers across Victoria are to see the University of Melbourne in a new light – based on a powerful presentation of the theme: ‘dream large’.
Universities have traditionally maintained a conservative approach to advertising, concentrating on notices about courses, lectures and scholarships, although the education sector’s advertising expenditure, at around $90 million a year, is significant.
Melbourne has adopted a creative new cinema and television approach, developed with advertising agency AJF, using the campaign message ‘dream large’ to launch the University’s Melbourne Model degrees.
The ‘dream large’ message encompasses visions of issues that face humanity – such as disease, climate change, sustainable resources, world debt – and is aimed at engaging and inspiring action.
The University sees the ‘dream large’ message as a stimulus to attract the brightest minds and to create a generation of good global citizens and future leaders to tackle these major issues.
The stories and examples on which ‘dream large’ is based all relate to broad-ranging activities and research at the University of Melbourne – including science and innovation, arts and culture, medical advances and engineering technology.
The original music in the cinema and television commercials is also from the University, composed by Julian Langdon of the Victorian College of the Arts, and recorded using musicians from the VCA and the University’s Faculty of Music.
Director of AJF, Andrew Foote, says inspiration for the campaign message drew on the human need to believe and to dream: “It was Eleanor Roosevelt who said: ‘The future belongs to those who believe in the beauty of their dreams’.
“The key was to understand our target audience and to gain insights into how they behave and feel. Then we had to devise a strategy or message that would appeal to them and find a way to deliver this message in an engaging and memorable way.”
The University’s ‘dream large’ campaign will be aired in cinemas and on television around Australia from mid April. For more information visit dreamlarge.edu.au
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