What are you doing next year, Callum?
This campaign evolved from research showing a large number of school children were stressed about what to do after year 12.
Taking as it’s starting point the often asked, well-meaning questions of parents and others, the creative looks at this situation from the school children’s perspective, validates how they feel and offers a practical solution, to talk to USC students who’ve been in their shoes.
In this campaign Rise, and shine becomes both aspirational and empathic. It reaches out to students and parents and positions USC as a university that not only sees opportunity everywhere but goes out of its way to make it happen.