Victoria University: ‘ability to employability’
Melbourne’s Victoria University has launched a brand refresh campaign that introduces the line “ability becomes employability”. The ads, created by agency of five years Sapient Nitro, use feathers and wings to represent the opportunities students get at the university.
The new campaign follows changes in student quotas in higher education. The deregulation of Australian universities has meant that students can select from a range of special entry offers, making universities more competitive for student entrants.
Blue angel wings? You’re kidding, surely?
I have no doubt the client absolutely loves this. I have substantial doubt it will resonate with anyone else at all.
I did a highly reliable experiment concerning this ad. Sitting around with 6 other people last night watching TV, this ad came on. After watching it, about halfway through the next ad, I asked everyone what the previous ad, the “one with the teachers and the feather and the wings” was actually for. My suspicions were confirmed – they all remembered the ad content, but 4 people had no idea what it was for, one person said superannuation and one person vaguely replied “some uni?”
It’s no good being creative and inspirational if you don’t tie it back to a product!
Shane: Lol.