Sydney’s Newington College releases campaign ahead of shift to co-education

Sydney’s Newington College has released a new brand campaign to mark its shift to co-education, via Sayers and The Core Agency, Mumbrella can reveal.

Following last year’s controversial announcement that the over 160-year-old K-12 school would start a phased transition to co-education in 2026, the campaign hopes to build excitement and drive awareness of the new choice families have.

Developed by Sayers and The Core Agency, the campaign showcases both male and female students learning and playing together, with bold new typography highlighting the ‘New’ possibilities at the school.

“There is so much that we are proud of at Newington, and the fact that girls and boys can share a Newington education in the future is very exciting and consistent with the school’s commitment to having a diverse and inclusive learning culture,” said Deputy Headmaster Andy Quinane, head of Newington’s senior school.

“This campaign is a way to bring this to life and to encourage girls and boys to be part of the schools future, starting with the junior school from 2026.”

The TVC hopes to encourage new students and families to imagine new goals, new perspectives, new harmonies, and more. The typography also draws on the colloquial way the school is named (‘New’).

“It’s been a privilege to help Newington College move into this new era,” said Christian Finucane, founder and creative partner at The Core Agency.

“The simple yet bold, branded idea allows us to celebrate the diversity and inclusion of the school. It shows parents there’s a new choice for their kids in co-ed.”

Justin Papps, partner at Sayers, added: “Launching this campaign is a great way to showcase how a strong school in Sydney with rich traditions can continue to evolve to meet the needs of its students and community. Doing it in a distinctive and relevant yet authentic way was critical to get the cut through in a competitive education market.

“The campaign balances the proud traditions of the school with the exciting future ahead for current and future students.”

The campaign will be supported across OOH, digital, social, and owned media.

Credits:

Client: Newington College
Michael Parker – Headmaster
Andy Quinane – Acting Headmaster and Deputy, Senior School
Melissa Wilson – Director of Communications
Ross Xenos – Chief Operating Officer
Brigid Taylor – Director of Co-Education
Erin O’Sullivan, Jia Jia Koh, Margaret Hwang – Design

Brand, Marketing and Media Strategy: Sayers Group
Justin Papps – Partner & Head of Sayers Customer & Brand
Rachel Tucker – Associate Director, Sayers Customer & Brand

Creative Agency: The Core Agency
Christian Finucane & Jon Skinner – Founders & Creative Partners
Rebecca Turner – Managing Partner
Megan Sneesby – Strategy Director
Stacey Paul – Snr Account Director
Callum Foot – Art Director
Meredyth Judd – Producer

Production: PhotoPlay
Hugh Stewart – Director / Photographer
Alison Lydiard – Executive Producer
Bonnie Fay – Producer Motion
Amanda Moore – Producer Stills

Post-Production: White Chocolate
Chris Grocott – Executive Producer – Owner

Sound Design: Mosaic
Bill Doig – Partner – Executive Producer

Media Agency: Media Monks

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