Charles Darwin University VET

Some people see things other don’t

Extensive research highlighted very different personality profiles between those who choose to take on a higher education degree and those who seek a more practical trade-based VET qualification.

Extensive research identified a key insight, VET students believe their talent is in seeing things differently. We were tasked with bringing this insight to life with a brand rejuvenation campaign that went well beyond the usual clichés of hard hats and hi-vis vests.

It was important to invite the target audience to engage and own the idea of ‘seeing things others don’t’ for themselves. Accordingly, each piece of communication expresses the creative idea in a unique way. In the series of three television executions, rainwater morphs from one trade to another over the Territory landscape, while the press images display faces made up of professional tools and implements on red soil reflecting the VET trades on offer. The concept was pushed even further on radio and expressed even more dramatically on the side of the VET school Utes with mechanical animals pouncing forward down the sides of each vehicle.

The campaign was awarded Silver for Innovation in Brand Renovation/Re-branding and Gold for Innovation in Brand Development at the 2018 Stevie Awards (Asia Pacific).