Publicis Mojo Brisbane launches new brand campaign for TAFE Queensland to reignite pride in practical skills called Make Great Happen
This Sunday 18 May 2014, Publicis Mojo Brisbane will launch a new brand identity and brand campaign for TAFE Queensland, to reignite pride in TAFE and its graduate professions by celebrating the practical skills that we often take for granted.
For too long it’s been about glorifying the white collar professions. This campaign celebrates the doers in life – the builders, the bakers, the landscapers, the nurturers, the entertainers – the people who make the world turn, the people who make great happen.
TAFE Queensland has the highest awareness of any further education provider in Queensland, but it’s rarely considered by people who also have the choice to go to university. The new brand campaign aims to make TAFE Queensland a brand that people are proud to choose first.
Publicis Mojo Brisbane Managing Partner Rob Kent said, “We’re proud to shine the spotlight on the doers in life.”
“Even in the advertising industry, TAFE has educated some of the finest directors, producers, cinematographers, VFX artists and photographers, so we involved those people in the creation of this campaign.”
Make Great Happen launches on TV Queensland-wide on Sunday 18 May and is complemented by Outdoor & Transit, Cinema, Radio, Digital and Social all encouraging potential students to the new website www.tafeqld.edu.au. The media strategy and planning has been created by ZenithOptimedia Brisbane.
The new brand identity has been launched to unite the brand, make it more contemporary, attractive and distinctive in the category in Queensland and internationally.
The campaign’s TVC was directed by TAFE-graduate Grant Marshall from Blacklab International with visual effects and post-production by Cutting Edge. The music is called Given The Chance by The Kite String Tangle and the read is by Australian Poetry Slam champion, Luka Lesson.
Agency: Publicis Mojo Brisbane
Client: TAFE Queensland; Jodi Schmidt, Aaron Smith
Group Account Director: Sue Collins
Strategy Planner: Simone Waugh
Copywriter: Ryan Petie
Art Director: Andy Geppert
Head of TV: Vicki Lee
Director: Grant Marshall
Producer: Karen Hayward
Production Company: Blacklab International
Post-Production: Cutting Edge
Editor: Kerry Farrell
VFX Supervisor: Jeff Gaunt
Sound Designer: Ross Batten
Music: The Kite String Tangle