Western Sydney University launches climbing activation with Curious Nation

Western Sydney University has partnered with brand activation agency Curious Nation to launch an experiential activation for its new Charge Towards Change brand platform.

The activation was unveiled at the university’s Parramatta campus Open Day and featured two climbing walls measuring 10 metres and eight metres.

Prospective students were invited to climb the walls using different routes representing potential future pathways, with a photo opportunity at the summit overlooking the campus.

The experience also featured Charge Towards Change branding, Western Sydney University merchandise and staff ambassadors.

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New brand platform

Charge Towards Change is Western Sydney University’s first new brand platform in more than a decade and was developed in partnership with creative agency BMF.

The platform focuses on the university’s positioning around preparing students for technological advancement, artificial intelligence, climate change and changing geopolitical conditions.

Curious Nation managing partner Stephanie Babin said the activation was designed to translate the campaign into a physical experience.

“We wanted to create an experience that didn’t just tell that Charge Towards Change story, but allowed students to feel it and, importantly, amplify their experiences with others,” Babin said.

“Climbing towards the summit became a powerful metaphor for what Western Sydney University stands for and what it enables its students to achieve.”