Chris little 

The unknown explored

The University of Queensland

‘Own The Unknown’ is UQ’s long term brand platform that we unpacked and reinterpreted each year, but during the pandemic its resonance, especially for young Australians doing their best to complete high school, was overwhelming.

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Given our audience we knew that traditional media channels wouldn’t move the needle, so to better explain HOW they could ‘Own The Unknown’ we created a 21-episode docuseries that lived across the UQ website, YouTube channel, targeted OOH and social media. ‘The Unknown Explored’ attached to a range of social, global, societal and personal issues young Australians felt most passionate about.

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With over 50 in depth interviews of academics and current students, 21 incredibly crafted illustrations and animations from Jason Solo and over 27 minutes of content we turned education into entertainment.

Results

We saw a +80% completion rate and an increase in QTAC first preferences for UQ. The campaign also secured a finalist at the APAC Effie Awards, the only work from QLD to be recognised.

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Credits

Chris Little (GCD), Wayne Smith (Snr CW), Eddie Coghlan (AD), Jack Burton (AD), Lucas Fowler (CW)