Ads for Colleges Are Usually Terrible, but McCann Melbourne Just Made a Fascinating One

Creative ads for universities are very rare. Most rate about a D+ (particularly this 2010 campaign for Drake University, whose actual theme, hilariously enough, was "D+"). But now and again, you see a good one. And the latest comes once again from Australia, which seems to specialize in college ads that don't suck. McCann Melbourne made the spot below for the University of Melbourne, and you know right away that it's unusual—it opens at night, which is unheard of in college ads. A woman sit on a campus bench, reading, when suddenly she rises and begins sprinting toward a building. From there, it gets quite surreal. The Pilobolus-like choreography is impressive (particularly as the ad features the university's own students, teachers, academics and executives). It's a bit like a high-minded version of PlayStation's famous "Mountain" spot, except it's conceptually the opposite—the piles of people here have risen through learning, and laying off the video games. The metaphor of great minds colliding is a bit obtuse, and not paid off in the visuals, where it's bodies colliding and clambering over each other. But the idea of collision is a useful one for higher education. "This campaign acknowledges that contributions that impact us all, aren't for the most part created by individuals working alone in dark spaces, but through the bright minds and their imaginations colliding and collaborating. A little bit like advertising agencies," says Pat Baron, executive creative director McCann Melbourne. The campaign includes social and digital media, cinema, TV, print, outdoor and a content partnership with the Guardian. This is McCann's first major work for the university since winning the business in a pitch earlier this year. CREDITS Client: The University Of Melbourne Executive Director, Marketing and Communications: Lara McKay Agency: McCann Melbourne Executive Creative Director: Patrick Baron Creative Director: Andy Jones Creative Director: Alex Wadelton Art Director: Corey Thorn Copywriter: Chesney Payet Head of Broadcast: Victoria Conners Production Assistant: Afrim Memed Editor: Patrick Jennings Managing Director: Adrian Mills Head of Strategy & Media: David Phillips Senior Channel Strategist: Ross Dougall Executive Director: Serrin Dewar Account Director: Jessica Jolley Account Director: Sally Bradley Print Producer: Anthea Waters Retoucher: Ross Goddard Senior Finished Artist: Daniel Hickey Digital Director: Tony Prysten Senior Digital Producer: Joe Guario Digital Producer: Rebecca Earwaker Social Lead: Chris Baker Production Company: Exit Films Director: Mark Daly Producer: Martin Box Managing Director/EP: Kim Wildenburg DOP: Geoffrey Simpson Postproduction: The Editors Editor: Ryan Boucher Producer: Nicoletta Rousianos Visual FX: Fin Design Colourist: Ben Eagleton Producer: Amelia Babos Sound Design: Klang Sound Designer / Composer: Brendan Woithe Producer: Paul Healy Additional Sound Mix: Soundlounge Richard Buxton Sam Hopgood Sarah Ewing Agency: Still Photography/Print Photographer: Chris Von Menge Producer: James Mauger Retoucher: Jamie Phillips

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Ads for Colleges Are Usually Terrible, but McCann Melbourne Just Made a Fascinating One

Great minds collide at the University of Melbourne

Tim Nudd

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