Queensland University of Technology (QUT) has recently launched an innovative advertising campaign titled ‘Real Is,’ in collaboration with VML. This campaign is a refreshing take on QUT’s longstanding ‘The University for the Real World’ platform. It aims to bridge the gap between academic learning and real-world application, showcasing how QUT prepares its students to face future challenges. The campaign highlights the authentic journeys of QUT students and alumni, emphasizing the university’s commitment to hands-on, relevant education.
Bridging the Gap Between Theory and Practice
The ‘Real Is’ campaign addresses a significant issue in higher education: the disconnect between theoretical education and practical application. By focusing on real-world impacts and innovative learning opportunities, QUT aims to demonstrate how its educational approach is both relevant and effective. The campaign features stories of students and alumni who have successfully navigated and shaped the real world, providing tangible examples of QUT’s impact.
QUT’s executive director of marketing and communication, Xavier Amouroux, emphasized the importance of real-world learning. He stated that education should be reflective of the world we live in, and the ‘Real Is’ campaign encapsulates this philosophy. By showcasing real-world learning experiences, QUT reaffirms its commitment to preparing students for future opportunities.
The campaign also highlights QUT’s new Faculty of Indigenous Knowledges and Culture, the rise of new courses like vertical degrees, and a focus on eSports and sustainability. These elements underscore QUT’s dedication to providing a diverse and forward-thinking educational environment.
Innovative Learning Opportunities
QUT’s ‘Real Is’ campaign is not just about bridging the gap between theory and practice; it also showcases the innovative learning opportunities available at the university. The campaign features QUT You, a platform that highlights the unique and personalized learning experiences of QUT students. This platform allows students to share their journeys and the impact of their education on their careers.
The campaign also emphasizes the importance of sustainability and eSports, two areas where QUT is making significant strides. By integrating these elements into the campaign, QUT demonstrates its commitment to staying ahead of educational trends and preparing students for emerging industries.
Adam Kennedy, managing director of VML Brisbane, expressed his excitement about working on such an enduring brand platform. He noted that the ‘Real Is’ campaign gives new meaning to QUT’s commitment to real-world learning, making it relevant for the next generation of students.
A Comprehensive and Integrated Campaign
The ‘Real Is’ campaign is a fully integrated effort that connects brand, faculty, discipline, and course-level communications. It includes a 30-second film, high-impact out-of-home advertising, social media, and digital advertising. This comprehensive approach ensures that the campaign reaches a wide audience and effectively communicates QUT’s message.
The campaign’s creative team, led by executive creative directors Stu Turner and Benjamin Davis, worked closely with QUT to develop a narrative that resonates with students and alumni. The campaign’s authenticity is further enhanced by the involvement of QUT students and alumni, whose stories are at the heart of the campaign.
QUT’s commitment to real-world learning is evident in every aspect of the ‘Real Is’ campaign. By highlighting the university’s innovative approach to education and its impact on students’ lives, the campaign reinforces QUT’s position as a leader in higher education.
