AUCKLAND, Today: Every year, a mix of adventurers heads to Aotearoa New Zealand’s deep south. Albatross, seals, great white sharks, and students all make the journey.
University of Otago – Ōtākou Whakaihu Waka is calling for the next wave of students to head south. DOWN FOR IT captures this epic mission, featuring real footage from students’ February migration. Edited by Assembly, it’s set to Dunedin classic ‘Tally Ho!’ by The Clean.
Punchy outdoor adverts hint at the experiences awaiting students. Giant Otago scarves handed out at Open Day put a fresh spin on the university’s scarfie culture.
This campaign is part of a series of major updates for the university, including a new tohu, Māori name, and identity, celebrating its past and future.
“The education landscape is rapidly changing; young people are redefining the path to success and expect more from universities. Otago has a strong history of supporting both academic and personal growth and we wanted to really lean into that. DOWN FOR IT perfectly frames our unique place in the market and geographically” says Lucy Bell, Marketing Manager at University of Otago.
“We are so grateful to be working alongside such an iconic institution. We hope this campaign works its socks off and Otago 2025 is the biggest migration yet.”
“Most universities invite young people to make their mark, change the world, and forge the path they were born to walk. But many young people don’t know what they want to do yet. University is where you can find out. We wanted to reframe university to be part of the windy journey of learning, not just the ladder to achievement” says Head of Strategy at Special Wellington, Bethany Omeri.
“As New Zealand’s only true university town, Dunedin swells with the ebb and flow of students each year, as they descend en masse. We wanted to celebrate the beginning of this big, unmissable journey, in a way only Otago could” says Mark Forgan, ECD Special.
Director Jonny Kofoed wanted to capture that big ball of energy you have when you’re starting something momentous. “The film’s mixed media approach allowed us to integrate various styles and animation techniques seamlessly, guiding the viewer’s eye through intentional design.”
Emily Swan, Managing Partner at Mindshare, adds: “Our media selection playfully brings Down for It to life in ‘look-down’ formats, and through engaging formats including airtime in co-viewing / appointment-to-view programming such as the Olympics. We are so excited to see this campaign live.”
“We are so grateful to be working alongside such an iconic institution. We hope this campaign works its socks off and Otago 2025 is the biggest migration yet,” says Matt Barnes, Lead Business Partner.
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