**Brief**
UQ had a perception problem. Some perceived it as elitist. While others questioned the relevancy of “traditional” universities in today’s world. UQ’s challenge was to regain authority and significance in the minds of Future Students.
**Idea**
We showed Gen-Y how the knowledge acquired during a University of Queensland degree can turn any uncertainty into opportunity.
**Execution**
In this emotive brand campaign we explore unknowns from childhood, to uni life, first job and beyond.
Following the journey of a girl who’s afraid of the dark, we tell the story of a universal unknown; the night sky. Our heroine could shy away from the unknown, or choose to learn everything there is to know about it.
**Results**
The University of Queensland was the only Queensland university to increase its market share in 2019, surpassing competitors to score 1st place in the QTAC preference rankings.
