AUNZ Work of the Week: The Australian Institute of Business with Cocogun

Joining forces with Cocogun and Good Oil, the Australian Institute of Business (AIB) has launched an integrated campaign to encourage people to do their MBA online.

The work targets ambitious, mid-level business executives who feel stuck in a “career rut”, unpacking how the AIB’s MBA program is a “practical, accessible, adaptable, tactical, and invaluable” step towards meaningful career development.

Shot by the recent Emerging Talent winner at the Axis awards, Good Oil’s Connor Pritchard, the campaign is centred on two spots telling the stories of Jessica, a marketer with “mum-guilt and wasted potential,” and Jarrod, a “regional manager stuck in the middle”.

The humorous ads are brought to life by musical, rap songs tracking their journeys “from could’ve to can”. The catchy, energetic tracks give the campaign a layer of energy that subverts the higher education category.

The creative approach -- in defiance of tropes -- is part of a trend in higher education advertising, including Dentsu’s recent work for RMIT, and Adelaide University’s positioning as a launchpad for their futures.