The Future Belongs to the Ready
Deakin University
Overview
Deakin University’s long-standing platform ‘The Future Belongs To The Ready’ needed to be elevated to a more emotive level. In the context of a global pandemic, uncertainty for the future was at an all-time high. We turned to a classic poem of hope – as relevant today as when it was penned almost 100 years ago.
Challenge
During the pandemic, interest and enrolment had declined for Deakin University’s core target. We needed to connect with Melbourne students, living through one of the world’s toughest lockdowns.
Disruption®
We reimagined Berton Braley’s classic 1919 post-WW1 poem into a modern promise of ‘Opportunity’. Performed by a First Nations / Jamaican poet, we used the ocean as a metaphor for life – turbulent and unpredictable one moment, beautiful and serene the next.
