Queensland University of Technology refreshes its platform via VML


“The ‘Real is’ campaign has the authentic journeys of our students and alumni at its heart.”

Queensland University of Technology (QUT) has unveiled its refreshed long-standing ‘The University for the Real World’ creative platform in collaboration with VML.

The work aims to address the category disconnect between academic learning and real-world application that students often experience.

QUT’s Real is campaign puts a spotlight on how its students are being prepared to shape the future, bridging the gap between classroom experiences and real-world challenges.

The campaign focuses on what it takes to shape the future and showcases the unfiltered university experience. It also addresses the disconnect between theoretical education and practical application.

Xavier Amouroux, QUT’s executive director of marketing and communication, said: “At QUT, we believe that education should be real, relevant, and reflective of the world we live in. The Real is campaign encapsulates our commitment to real world learning that prepares our students for the opportunities of the future.”

“The Real is campaign has the authentic journeys of our students and alumni at its heart, showcasing how QUT has helped them navigate and shape the real world.”

The campaign features unique QUT stories about real world impact, learning innovation with QUT You, QUT’s first-of-its-kind new Faculty of Indigenous Knowledges and Culture, the rise of new courses like vertical degrees, and a focus on eSports and sustainability.
Adam Kennedy
, managing director of VML Brisbane, said: “It’s a privilege to work on such an enduring brand platform and give it new meaning for the next generation of students. This work reaffirms QUT as the leaders in real-world learning.”
The agency’s fully integrated campaign, which connects brand, faculty, discipline and course level communications, launches with a 30” film, high-impact out-of- home, social, and digital advertising.


Client: Queensland University of Technology (QUT)
Executive Director, Marketing and Communication: Xavier Amouroux
Associate Director, Marketing and Recruitment: Leanne Cain
Associate Director, Brand and Digital Communications: Merisa Ruvic Brigg Campaign Project Manager: Ash Cheah-Lord
Corporate Marketing Officer: Emma Alexander
Brand and Creative Studio Manager: Ashleigh Juers
Web and Digital Strategy Senior Manager: Deanne Mauch

Creative Agency: VML
Managing Director: Adam Kennedy
Head of Strategy: Andrew Kolb
Strategy Director: Dilip Garga
Head of Client Engagement: Janelle Shinners Client Partner: Ingrid Postle
Account Director: Natasha Kent
Executive Creative Directors: Stu Turner & Benjamin Davis
Creative Director: Guido Pecego
Associate Creative Director: Lisa O’Neill
Senior Art Director: Phil Vale
Senior Copywriter: Jessamy Ross
Head of Production: Mignon Van Weeren
Broadcast Producer: Stephanie Leddin
Studio: Santi Drane

Production Company: 13CO
Executive Producer: Charity Downing Executive Producer: Roy De Giorgio
DOP: Caleb Ware
Photographer: Joel Pratley
Offline Editor: Joe Morris
Post Company: Toybox Animation Composer: Brett Shaw
Sound Design: Squeak E.Clean Studios

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