FCB New Zealand has launched its first campaign for Massey University, which the agency says breaks from some of the more traditional concepts of the tertiary sector.
The campaign, which is a recruitment drive for semester one next year, sees Massey using lively visual imagery and confronting headlines projected onto campus buildings, to grab the attention of prospective students.
Massey University assistant vice-chancellor external relations & development Penelope Barr-Sellers says the campaign not only has a great visual impact, it is thought-provoking and differentiates Massey among tertiary sector advertising.
“It’s bold, colourful and energetic,” she says. “It is designed to provoke discussion and inspire prospective students of all ages to take action to achieve their personal aspirations. The campaign will make Massey stand out and be talked about.”
Iconic buildings on Massey’s three campuses in Auckland, Wellington and Palmerston North – plus a suburban house in Auckland – served as artistic canvases. The buildings were lit up at night with messages projected onto them:
- “Never regret failing. Regret not starting.”
- “Acceptance never led to change.”
- “Don’t take what is. Grasp what if.”
- “Progress is a choice. Make it.”
The campaign’s central message, “Find Your Hunger at Massey”, also features on all of the campaign’s creative.
FCB New Zealand ECD Tony Clewett said: “It’s one thing to say you’re progressive. Massey is demonstrating it. By breaking the shackles of the traditional look and feel of university advertising, we’re able to engage with students in a meaningful way and start a dialogue – which is what tertiary education should be.
“By projecting our lines, we’ve given credence to our message; grounding it in the bricks and mortar of the university itself.”
Media will include bus-backs, billboards, posters and online. The campaign launched this week and will run until February.
CREDITS
Massey University
Assistant Vice Chancellor External Relations & Development: Penelope Barr-Sellers
Director, Marketing & Recruitment: Ruth Mackenzie
Brand Manager: Greg Runnerstrum
Marketing Consultant: Debra Ramsay
Marketing Executive: Roni Kumeroa
Photographers: Mike Braid & Chris Coad
Light Artist: Jon Baxter
Light Artist Asst: Adam-Luka Turjak
Agency: FCB New Zealand
Asia Pacific ECD: James Mok
Exec. Creative Director: Tony Clewett
General Manager: Sean Keaney
Chief Strategist: David Thomason
Strategist: Laura Davies
Art Director: Melina Fiolitakis
Snr Copywriter: David Shirley
Designer: Nick McFarlane
Retouching: Anton Mason
Snr Account Director: Emma Richardson
Snr Producer: Rebecca Richardson
Associate Media Director: Kim Ellett
Media Manager: Alex Bunnell
Media Planner Buyer: Robbie Coshan
Digital Media Manager: Lucy Sorenson
Senior Digital Planner Buyer: Natalie Watt
About Massey
Consistently ranked in the top 3 per cent of universities in the world, Massey University began as Massey Agricultural College in 1927, in Palmerston North, New Zealand. Today the University has three major campuses, in Auckland (Albany), Manawatü (Palmerston North) and Wellington.
With nearly 32,500 students enrolled each year and around 14,000 students studying by distance anywhere in New Zealand or the rest of the world, Massey offers a range of undergraduate, postgraduate and doctoral programmes through our Colleges of Sciences, Business, Humanities and Social Sciences, Health and Creative Arts.
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