New Monash University Campaign Encourages You to Question the Answers

GPY&R Melbourne and Monash University ask people to ‘Question the Answers’ in a new integrated campaign. 

A provocative campaign featuring Australian actor David Wenham and directed by Steve Carroll of Revolver, it encourages the audience to look beyond the conventional and accepted, and instead challenge the status quo.

The 60 second spot is online, as well as faculty specific spots for Engineering, Science and History/Law.

Monash President and Vice-Chancellor, Professor Margaret Gardner AO said the campaign aims to communicate the challenge and curiosity that fuels higher education as well as what Monash University represents as an institution that values innovation, persistence and impact.

"We decided that when we did this film we would attempt to have it express the essence of what it was to be part of the Monash community. That essence is to be challenging, so the campaign had to reflect that in order to be a true representation of Monash and the way it has always approached the world. This campaign shows that we are prepared to ask questions that matter, seek challenges and search for new answers. We want to create that opportunity for our students," Professor Gardner said.

To live up to such a sentiment, the creative also needed to challenge conventional and common university tropes.

Says Jake Barrow, Creative Director GPY&R Melbourne, “With this strategy in mind we set out to create something that was pretty un-university like. Showing a bunch of students playing hacky sack in the quadrangle was never going to cut it for Monash.”

The campaign will run throughout the year, and is initially launched across TV, Cinema, Outdoor and Digital.