Auckland agency Rainger & Rolfe, with Film Construction and Blockhead, has created a new campaign for the University of Otago.
Only Otago focuses on the University’s core attributes of a time-honoured reputation for academic excellence and its residential character.
“We know our strengths and what makes us stand out; the excellence and prestige of an Otago degree, together with an outstanding and caring collegiate environment,” said vice-chancellor Professor Harlene Hayne.
“I am enormously proud to say that this campaign encapsulates the excellence in learning and the second-to-none life experience you get only at Otago.
“It is vital for the University to run a nation-wide advertising campaign because it draws a significantly larger proportion of its students from outside its catchment area than any other institution.”
The multi-media campaign, launching on television and computer screens from July 1, replaces the former Your Place in the World campaign.
It features 3 x 30sec TVCs, outdoor, print and digital ads (featuring Martin Snedden, Daniel Radcliffe, Anton Oliver and other grads), a series of behind-the-scenes videos, and a campaign website (http://onlyotago.ac.nz).
Rainger & Rolfe managing partner Jen Rolfe, who was born and raised in Dunedin, gained her First Class Honours Degree in Marketing Management from Otago’s School of Business in 1993. She says being awarded the competitive tender for the project late last year was particularly rewarding as a former Otago Scarfie.
“I think we have done a pretty good job of faithfully capturing the unique spirit and mood and the sense of Otago-ness in everything we’ve done so far; the courage, adventure and resilience of the students making the right decision to journey to Otago,” she says.
“Three of our staff including myself who have worked on this campaign are Otago commerce graduates and I don’t know if we could have done this if we didn’t have at least a couple of alumni in the team. You can’t represent Otago without having the knowledge of being there in amongst the culture and lifestyle; in the colleges, then finding a flat and then considering your postgraduate study.”
She says that her time at the University of Otago taught her resilience and innovative skills that were essential as she embarked on her own career.
“That is uniquely Otago, and you won’t find that in any other graduate; the same spirit that keeps drawing us Otago graduates back together from all parts of the world as friends for life; we shared a defining student experience at Otago that we will cherish forever.
“Otago has a wealth of stories to tell about its special character and we look forward to working with Lindy, her team and the wider community within the University to bring these to life over the next few years.”
CREDITS
University of Otago: Lindy Wilson, Lisa Vote, Luke Calder, Connor Kilkelly, Fiona Clarkson.
Rainger & Rolfe: Ant Rainger, Jen Rolfe, Hugh Walsh, Allie Buczkowski, Lew Bentley, Georgie Levitt, Lauren Proud, Jane Mill.
Film Construction: Perry Bradley, Valentine Taylor, Jonathan Venz.
Director of Photography: Renaud Maire.
Casting: Cindy Diver.
Starcom: Karen Booth, Kim Gribble, Laura Wilson.
Blockhead: Nigel Mortimer.
The Coopers: Jon Cooper.
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