Murdoch Uni makes its vow to the world with the launch of their new brand TV via Meerkats
‘Never Stop Discovering’ is the promise that Murdoch University makes with the launchof its new brand TV this week.
Entitled ‘The Vow’, the two 60-second spots via agency Meerkats, focus on the vow Murdoch is making to the world. The objective of the campaign was to project and dramatise Murdoch’s vision to become an innovative and enterprising university, 
leading discovery for a better future.
The Vow is intended to talk to those both outsideand inside Murdoch University by projecting an optimistic mission statement that they can engage with and support. Over two 60-second spots, The Vow highlights different schools throughout the University, talking about areas of humanity they promise to progress.
Watch the spots:
Says Helen Moorhead, associated director BrandMarketing at Murdoch University: “My brief to Meerkats was to create a campaign that brought Murdoch University’s strategic vision to life and captured our determination, dedication and passion for making a difference. Our research has found that Murdoch is well recognized as an institution with a social and environmental conscience, aware of its local and global responsibilities. It is these values which are an intrinsic part of theUniversity culture and helped inform the direction of the campaign.
Paul Coghlan, senior writer from Meerkatsexplained: “We believe making a vow to all that’s undiscovered in this world and beyond is a powerful expression of the Never Stop Discovering brand message. Our goal was to ensure everyone from researchers through to aspiring students would leave these spots with a real sense of hope and optimism.”
Rodrigo Cassini, art director from Meerkatscommented on the production: “It was an enjoyable challenge to create these ads – how to show what hasn’t been discovered yet without being too fictitious or futuristic, but in a credible and hopeful way. The idea is to feed people’s mind with emotions, inviting them to join the journey and feel the excitement about everything that’s going to be discovered – maybe in a few years, or perhaps in centuries.”
Credits:
Client: Helen Moorhead – MurdochUniversity Associate Director Brand Marketing. Creative Director: Mike Edmonds. SeniorCopywriter: Paul Coghlan. Art Director: Rodrigo Cassini. Brand PlanningDirector: Ronnie Duncan. Agency Producer: Nicole Beer. Account Director: LisaTodd. Account Manager: Tom Longman. Production Company: Flying Fish, Auckland. Producer: Leela Menon. Director: Luke Savage. Cinematographer: AndrewStroud. Offline Editor: Flying Fish. Online : Blockhead. Music/SoundDesign/Arrangement: Liquid Studios.
22 Comments
For all the visual cliches contained in these ads and all the others that are bound to follow as the rest of the campaign rolls out.
That’s two minutes I’ll never get back!
“Our goal was to ensure everyone from researchers through to aspiring students would leave these spots with a real sense of hope and optimism.” Keeping them awake would have been a better goal.
Dull is too kind a word for this campaign. They should vow to do better work.
Worked on me and I’m the target audience.
Pity you can’t hear a word the voice-over is saying on air…I’m sure there’s a nice read in there somewhere!
You forgot to credit the lady who walked past Meerkats at 6:15 last night whistling Dixie!
“Worked on me and I’m the target audience”…what, you work for Meerkats do you?!
Good to know the sound wasn’t done in Perth!
Come on boys & girls, it’s obvious this footage was left over after the HBF shoot so the clever kats just edited it together and stuck a murdoch logo at the end. Saved the client a fortune.
Is that the Orson Welles head-in-a-jar voice from Futurama or what?!
What extremely unexciting and dreary work, the boys from Rokeby road need a red bull or two.
Fairly non offensive but is the word ‘vow’ really ‘appropriate’ for the target market? Bit of an odd choice.
Personally, i think it shits all over ‘people with lightbulbs for heads’, and i don’t work for either agency.
Funny that 6.17, i was just thinking the opposite and i don’t work at either place either. I find the language of this spot out of kilter with the target audience.
That music is awful!
Yawn, someone please wake me up when it’s over.
The black hand holding the white hand from this vs the ride by high five from light bulb head-it’s heating up in the competition for naff visual of the year. The unis are ahead 2-0.
Beautiful ads and a captivating brand positioning, congrats to the Kats!
Why don’t you congratulate them from your desk, 6.42? You obviously work there…
Who is going to sit through these spots? The vow…right…time to put the kettle on and watch it boil. Light bulbs and vows…must get a uni on the books they fall for anything.
Notre Dame have got the right idea
How about you all vow to get a life and get over it??