Undergraduate campaign OOH
Te Herenga Waka – Victoria University of Wellington (with Ocean Design)
Campaign ideation, copywriting
Te Herenga Waka—Victoria University of Wellington is one of Aotearoa New Zealand’s most prestigious tertiary institutions with a proud tradition of academic excellence. But old doesn’t mean immovable or stagnant and Te Herenga Waka has always been at the forefront of changing tides in society.
As part of Ocean's creative team, I worked on three campaigns for the University: two to recruit new undergraduate and postgraduate students and a third campaign to reinforce the University’s reputation for high-quality research.
My role was to contribute to the development of creative concepts and craft headlines and messaging. For the undergraduate and researcher campaigns, we made words the hero of the undergraduate campaign — appropriate for a university in a city that’s been home to some of Aotearoa’s best and most famous writers. Using a poetic construction that was designed to ignite school leavers' imaginations about who they could become in Wellington. Accompanied by stunning illustrations by Maraea Gourlay, the OOH advertising for this campaign was particularly striking.
The research campaign explored the research being undertaken by some of the University's leading researchers by using provocative headlines designed to spark conversation and dialogue. The postgraduate campaign similarly used a copy-led approach with design elements from both campaigns.
These campaigns represented a new and bold approach for Te Herenga Waka and we were thrilled to hear that these campaigns had exceeded the client's expectations and KPIs in-market.
Undergraduate campaign OOH
Research campaign OOH
