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University of Queensland makes waves for new students in latest campaign


University of Queensland makes waves for new students in latest campaign


A new campaign from the University of Queensland invites school leavers to ‘Own the unknown,’ telling the story of a record-breaking Australian freediver.

The University of Queensland (UQ) has launched its latest campaign over television, cinema, digital and outdoor, continuing its relationship with Ogilvy Brisbane.

The campaign features Australian freediving champion Amber Bourke as she explains the hardships of overcoming a hip injury and discovering the sport of freediving.


“The power of this campaign is the extent to which it can be amplified in targeted channels beyond launch,” says Ogilvy executive creative director, Phil Nobay.

“It’s so much more than an ad campaign; it’s a central theme of empowerment that unites all UQ schools and faculties, providing a platform to promote the capabilities and achievements of the entire organisation.

“We’re already working on a vast array of social extensions and utility ideas that will bring even more credibility and audience value to this challenging campaign idea.”

Ogilvy says the campaign will be leveraged in targeted social channels, tools and events; with future extensions to other key audiences.

Kelly Robinson, UQ’s chief marketing and communication officer comments, “One of our roles as a university is to give our students the confidence and capability to navigate this uncertainty and pivot between current and emerging careers.

Creativity, critical thinking and problem-solving – the skills that UQ has championed for more than 100 years – will be more important than ever.”

Ogilvy strategy director, Ewen Pettit adds, “The good news is, it’s possible for educators to prepare students to navigate these absolute unknowns. That’s where UQ can take a leadership position.”


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Josh Loh

Josh Loh is assistant editor at MarketingMag.com.au

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