Problem

Universities are experiencing seismic changes, as linear career paths become a thing of the past – we’re now constantly refreshing our knowledge. Despite this, university advertising has barely changed, it’s still all about inspiring potential students.

Brief

When we won a competitive pitch to help UTS navigate these changes — we were asked for a platform idea to advertise their new suite of flexible postgraduate courses and microcredentials, as well as more general undergraduate and short courses later on.

Strategy

To buck the trend of uni advertising trying to inspire people, we worked further down the funnel to spark our already inspired audience to take action. After all, most know what they’d like to try if they could start again.

The solution

‘Invent you’ reminds people that they’re in the driver’s seat, and that their current self is responsible for their future self (as depicted in the imagery). To be the person they want to become, they need to take action today. We launched the idea with ads for their new flexible masters programs.