Western Sydney University Brand Campaign joins the refugee conversation

Western Sydney University, brand campaign

A brand campaign with a timely insight into the hardship faced by refugees and a reminder of the role Australia can play.
Western Sydney University formerly University of Western Sydney has given an amazing insight into the life of refugees and the role that Australia can play with their Unlimited campaign. The campaign has a series of TVC spots showing the journey of graduates through their life and the role the university has played in their success. One ad is particularly hard hitting and emotional as it follows the story of a Sudanese refugee.

By paring a topical political issue with a fresh way of portraying Alumni success the university has ended up with a campaign that engages people connecting with them emotionality.

Gruen panellist and Leo Burnett Australia CEO Todd Sampson said, “It’s an incredible story. Alumni stories have been told many, many times, by many universities. But, what they focused on here was the trajectory of success, and that is a universal story about ambition, drive, hope and determination. I think they cracked it. It is one of my favourite ads of the year.”

We agree, the traditional alumni success story has been paired with current political issues and has a human dynamic that you can’t help to be captivated by. Here are the other two TVC of this campaign:

Gemma Dittmar
Director of Brand Projects
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