Monash University - "A Future Without Change" by ANDY Awards 2021
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Monash University - "A Future Without Change"
- Brand: Monash University
- Country: Australia
- Advertiser: Monash University
| Title | A Future Without Change |
| Agency | VML Melbourne |
| Campaign | A Future Without Change |
| Advertiser | Monash University |
| Brand | Monash University |
| Date of First Broadcast/Publication | 2019 / 8 |
| Business Sector | Colleges, Universities & Education Centers |
| Philosophy | Every year high school students are bombarded by university recruitment campaigns. So, while other universities showed students a perfect future, Monash University showed one plagued by problems. It introduced students to A Future Without Change, giving them a glimpse into what the world could become if we merely adapt to the issues we face instead of changing them. With the help of each faculty, Monash University created 17 products that shouldn’t exist. These were brought to life through a multi-sensory campaign that the public could touch, hold, smell, taste and interact with. |
| Media Type | Integrated Media/360 Activation |
| Length | |
| AI Description | The Monash University advertisement titled 'A Future Without Change' takes a bold approach to university recruitment. It challenges the conventional depiction of a perfect future by presenting a world plagued by unresolved issues. Through advanced graphics and a dramatic soundtrack, the campaign showcases scenarios where technology aids superficial adaptability instead of real change, such as quarantine mirrors and surveillance robots. The campaign features 17 speculative products, like anti-depression cereals, to highlight the consequences of inaction. The visual style is stark and futuristic, often dark, designed to provoke reflection and spark emotion, particularly anxiety regarding societal apathy. It challenges students not just to adapt but to actively change the future. |
| Chief Creative Officer | Paul Nagy |
| Executive Creative Director | Jake Barrow |
| Associate Creative Director | Kieran Moroney |
| Associate Creative Director | Shane Geffen |
| Creative Team | Blair Panozza |
| Creative Team | Jack Harrison |
| Creative Team | Janice Ko |
| Creative Team | Jesse Young |
| Creative Team | Oliver Brock |
| Design Lead | Simon Grey |
| Designer | Tracey Fong |
| Editor | Leigh Cooke |
| Developer | Alex Case |
| Project Manager | Gabriel Montalban |
| Producer | Jules Callen |
| Producer | Aaron Rocca |
| Managing Partner | Jon Kenyon |
| Client Services Director | Katherine Chen |
| Account Director | Louise Brugman |
| Account Manager | Jessica Parker |
| Activation Company | Graffiti Melbourne |
| Event producer | Stephanie Patniotis |
| Event producer | Beau Meakins |
| Chief Marketing Officer (CMO) | Fabian Marrone |
| Communications Director | Caroline Knowles |
| Marketing Director | Jane Mahuru |