You're in – RMIT - Saturday Night Engine

19086

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RMIT University

You're in – International campaign

Project overview

This campaign unfolded in three phases, spanning from mid-2020, during the peak of the COVID-19 pandemic, to the beginning of 2023. The campaigns main goal was to entice international students back to Melbourne post the pandemic. But we also wanted to give students a reason not to just choose RMIT, but to immerse into a whole new lifestyle in the ‘most liveable city in the world’.

Through a digital initiative that showcased young students, we strategically positioned RMIT Training as the gateway to experiencing Melbourne, highlighting the opportunities available through enrolment with RMIT.

Targeting students in Saudi Arabia, Indonesia, and China, we delved into global trends and cultural nuances relevant to the Melbourne lifestyle. Projecting vibrant Melbourne vibes, this initiative allowed us to showcase some of the city’s standout features and share them with students worldwide.

The result was a lively and dynamic campaign following the popular social media trend on TikTok at the time called ‘A day in the life of,’ providing a captivating glimpse into people’s lives at that time.

Role

Art Direction for 3 campaigns including location sourcing, styling ideation, and guidance for hair and makeup. Concept development for the final campaign. Pre-production responsibilities including storyboarding, mixed media content and direction during the shoot.

Workplace

Location

Kinc Agency

Melbourne

Date