RMIT University Explores the Future with Dentsu Creative’s New Campaign

Dentsu Creative has launched its first major campaign for RMIT University, titled “What the Future?!”, aimed at addressing the pressing concerns facing young people today. The campaign highlights the uncertainty surrounding the future, from the impact of AI to the rising cost of living, and how RMIT is preparing students for these challenges with hands-on, practical education.

RMIT, an outcome-focused university, wants to show that it’s more than just about earning a degree—it’s about providing students with the real-world skills and knowledge they need to succeed in an ever-changing world. The campaign connects with young people by acknowledging the anxiety many feel about the future, while offering a clear path forward through RMIT’s innovative approach to education.

Through this campaign, RMIT launches its updated brand message, “Ready for what’s next,” which reflects the university’s commitment to equipping students with the adaptability and skills required to thrive in a technology-driven future. With campuses in Australia and Vietnam, RMIT offers a variety of learning pathways, including industry partnerships and global exchange opportunities, that prepare students to make a real impact in their careers.

RMIT’s Associate Brand Director, Simon Cormack, emphasized that the campaign is a bold move to address big issues like AI, career uncertainty, and the cost of living, showing that RMIT provides a way forward. The campaign features RMIT students, alumni, and staff, underscoring the university’s emphasis on real-world experience.

Ben Coulson, Chief Creative Officer at Dentsu Creative and an RMIT alumnus himself, said that the campaign is personal for him, as it showcases how RMIT helped shape his career. The campaign will be featured on YouTube, TikTok, Meta, and streaming services, targeting young people where they are most active. It will not run on TV, as the goal is to connect with the audience through digital platforms.

Credits:

Client: Royal Melbourne Institute of Technology (RMIT)
Chief Experience Officer: Chaminda Ranasinghe
Director, Global Marketing: Carmen Gould
Assistant Director, Brand: Simon Cormack
Creative Agency: Dentsu Creative
Chief Creative Officer: Ben Coulson
Executive Creative Director: Sarah McGregor
Group Creative Director: Zac Pritchard
Creative Director: V. Wassim Kanaan
Senior Producer: Tom Pearce
National Head of Strategy: Graham Alvarez-Jarratt
Managing Director: Katie Firth
Managing Partner: Hayden Isaacs
Group Account Director: Catherine Nolan
Senior Account Manager: Bart Wright
Production Company: Revolver
Director: Leilani Croucher
Managing Director/Co-Owner: Michael Ritchie
Executive Producer/Partner: Pip Smart
Producer: Caroline Kruck
Post Producer: Lily Warland
Facilitating Producer: Carson Ng
DOP: Andy Commis
Production Designer: Helen Fitzgerald
Post Production- Editor, Colourist, Motion Designer, VFX/Online: Scott Stirling
Additional VFX Compositing: Viv Baker
Additional Graphic Design: Madeleine-Eve Pattison
Music composition & Post-audio: Otis
Casting: Citizen Jane
Media Agency: The Media Store
Chief Strategy Officer: Sam Cousins
Senior Digital Manager: Elaina Opare