UTS College has launched ‘The Year That Made Me’, a campaign created by The Core Agency using footage, photos and words supplied by students.
The launch comes amid tighter government policies and as a generation of students turns to and lives with AI, adding pressure to institutions to tell stories authentically, according to the release.
The brief was to capture what changes for students during their year at UTS College, including growing confidence, a sense of belonging and the resilience to keep going when things do not go to plan.
Following last year’s brand work for the University of Technology Sydney, UTS College worked with The Core Agency on the campaign. The agency developed the strategic positioning and creative work for social media audiences.
‘The Year That Made Me’ uses student content to tell stories of students’ experiences at the College. The campaign includes films and digital assets created from content supplied by students during their year at UTS College.
“Gen Z see straight through marketing hype, so we knew the best way to convince them was to be real and feature the people who had already been to UTS College and killed it,” said Christian Finucane, Creative Director and Founder, The Core Agency.
“It’s easy for this sector to talk in outcomes, degrees, pathways, results,” said Natasha Wheeler, brand and communication, UTS College.
“What matters to our students is the belonging and transformation they build along the way, and we wanted this campaign to reflect that. The Core Agency brought that vision to life, and we’re so proud of how our students are celebrated in it.”
“It was important that this campaign still felt like UTS College, reflecting the University’s brand while giving our own creative and personality room to come through,” said Nikki Duffey, Campaign and Digital, UTS College.
“That balance is what made the stories feel true to our students.
“Through their stories we quickly discovered the immensely positive impact UTS College had on students. It was a lot of fun and a great privilege to work on a product that genuinely gives people more confidence and changes their futures,” added Finucane.
