In 2018 the University of Sydney launched its new undergraduate education model, which gives students the skills to question established beliefs and think critically to foster a positive change in the world. This was the first significant change to the curriculum in a generation. To promote the new "Sydney Undergraduate Experience," the university developed and implemented a campaign across owned, earned and paid channels targeted at prospective students and the informed public. The concept of the advertising campaign was around the idea of "unlearning"—challenging the established and questioning the accepted.
From the Judges' Report
They went beyond the school and did a campaign that was bigger and reshaped the way we think about learning. It challenged the status quo and consistently did so throughout all marketing pieces. Branding was consistent, content concise and impactful. Results were quantifiable.
