VMLY&R Melbourne Southbank

ABOUT

IDEA
Every year high school students are bombarded by university recruitment campaigns. So, while other universities showed students a perfect future, Monash University showed one plagued by problems. We introduced students to A Future Without Change, giving them a glimpse into what our world could become if we merely adapt to the issues we face instead of changing them. With the help of each faculty, we 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.

RESULTS
By showing a future that shouldn’t exist, we helped recruit and inspire the next generation to change it.

Over 2,000 people engaged with our activations.
We reached a target audience of 95K through social videos and posts.
24.6% of student visitors registered to a faculty, resulting in our most successful recruitment campaign ever, making Monash the No.1 Preference University in the country.

Over and above all the KPIs and numbers, Monash was able to continue to draw that line in the sand between what they stood for, and what the safe territory the rest of the category was playing in. A Future Without Change made it clear that Monash isn’t looking for students, they’re rallying people who share their passion for changing the world for the better.

Date created: August 2019 2019-08-01T00:00:00+0100
Date published: 2 September 2020 2020-09-02T08:49:56+0100

AWARDS

One Show - Merit

MADEIT CREDITS

Annual 2020 ShortlistA Future Without ChangeIntegrated Annual 2020 ShortlistA Future Without ChangeExperiential Project featured: on 3rd September 2020

A Future Without Change

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