Monash University has launched the latest phase of its Change It brand platform, Momentum Now.
Developed with creative agency VML and media partner Wavemaker through the WPP Team IMPACT model, the campaign highlights Monash’s history of progress and its ongoing work to drive positive change through education, research, and collaboration.
The campaign reflects on Monash’s legacy since its founding in 1958 and reinforces the University’s role in addressing global challenges by supporting students, researchers, and communities to take meaningful action.
Fabian Marrone, Monash University Chief Marketing, Admissions and Communications Officer and Vice-President, said: “The challenges facing our world demand bold action and innovative thinking, and Monash is distinctively positioned to lead this change.
“Momentum Now is a signal of hope – reminding us that every moment presents an opportunity to act, study, support, work, and research for the future we want.”
At the centre of the campaign is a three-minute film featuring Monash’s research, teaching, partnerships, and global campus network.
The campaign will run across cinema, streaming platforms, broadcast video on demand, social media, and Out-of-Home (OOH) advertising in key Victorian locations, along with placements across Monash’s campuses in Australia and overseas.
“This campaign is the next chapter of Monash University’s longstanding Change It creative platform. Our ambition for this campaign was to shine a light on Monash’s relentless drive to make tangible change in the world,” Richard Williams, VML Melbourne & Sydney Group Executive Creative Director said.
“This campaign is a reset moment. A moment to start looking forward with hope, and not trepidation because with Monash’s research programmes, educational excellence and transformative student experience, we have the momentum to continue to make the change the world needs. This is the invitation the rest of the world needs to join us.”
Vanessa Tout, VML Managing Partner, said: “Momentum Now leans into the power of radical optimism: facing the truth of the world’s challenges and finding the courage to act. Monash’s enduring commitment to change is shaping the future we want to create, and we’re honoured to continue our partnership through this campaign.”
CREDITS
Monash University
Fabian Marrone – Chief Marketing, Admissions and Communications Officer and Vice-President
Caroline Knowles – Director, Global Marketing
Joanne Yoon – Senior Manager, Global Campaigns
Nikki Verdan – Marketing Manager, Global Campaigns
Kavi Balasubramaniam – Senior Marketing Coordinator
VML
Rich Williams – Executive Creative Director
James Wills – Creative Director
Robyn Bergmann – Creative Director
Charles Dejean – Copywriter
Andrew Bao – Art Director
Clancy Walsh – Strategy Director
Rachel Rider – Executive Producer
Mel Herbert – Lead Producer
Sarah Jane Sands – Senior Producer
Aleksander Janev – Lead Motion Art Director
Sarah Bailey – Managing Director
Vanessa Tout – Managing Partner
Jennifer Moffatt – Account Director
Millie Stonnill – Account Executive
Finch
Toby Pike – Director
Corey Esse – Executive Producer
Jed Simkins – Director Unit 2
Jackie Adler – Producer
Justine Pitcher – Production Manager
Sophie Johnston – Production Coordinator
Nick Simkins – Executive Producer
Sound Design: Rumble
Postproduction: Heckler
Wavemaker
Daniel Isaac – Managing Director
Gabriela Stewart – Client Managing Partner
U-Shern Teoh – Implementation & Activation Associate Director – Performance
Nazal Mohammed Nazar – Implementation & Activation Group Director