Ad Nut
Sep 2, 2016

University ad campaign stands out, may make eyes bleed

Seeking to cut through clutter, Australia's Deakin University cranks up the saturation and brightness. Ouch!

Ad Nut understands and even supports what Deakin University is trying to do with this ultra-bright campaign—stand out in a cluttered category—but can barely bear to look at it.

Maybe it's Ad Nut's age or the fact that Ad Nut is a woodland creature, but the two TVCs and the static ads featured here seem to have caused some sort of neurological overload and now everything looks pink. Ad Nut may feel a migraine coming on and is going to go lie down in a dark place for a while. 

Says the agency:

The integrated campaign, ‘Think Young’, introduces vibrant use of colour to the monochromatic and cluttered University advertising landscape. Drawing inspiration from the Light and Space movement of the 1960s that prefigured today’s merger of art and technology, the campaign uses geometric shapes to represent the problems of the future and encourages people to use new thinking to create a better tomorrow. 

Here's a 15-second TVC:

The campaign, the first for the institution in over three years, is set to launch this Sunday. Ad Nut urges fellow woodland creatures and/or creatures of a certain age to wear proper eye protection.

CREDITS

Client: Deakin University
Executive Director Marketing: Trisca Scott-Branagan
Head of Brand: Jessica McCartney / Helen Stevens
Campaign Manager: Jayde Walker
Brand Manager: Sandy Muir
Strategic Campaign Coordinator: Amy Devereaux

Agency: The Royals
Executive Creative Director: Nick Cummins
Account Director:  Paige Kilburn
Account Manager:  Navin Arunasalam
Senior Art Director: Tim Holmes
Senior Copywriter: Gareth Sweet
Senior Art Director: Alberto Talegon
Art Director: Joel Utter
Copywriter: Gus Hedstrom
Design Director: Gavin Wright
Agency Producer: Chelsea Nieper

Production Company: The Producers
Director: Andrew Goldsmith
Producer: Noelle Jones
Post Production: Pixel
Music Composition: Dan Luscombe 

 

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