For more than 160 years the University of Sydney has been a place of leadership, where new ideas and bold thinking thrive. As debate about the possibility of a global leadership deficit heated up, the University wanted to start a conversation about what it means to be a leader, highlighting its new position and philosophy.
Our campaign relaunched the University’s brand with a new visual identity and a series of outdoor, press, social and event activations igniting discussion about leadership through thought-provoking statements designed to challenge people’s ideas on topical issues. Issues close to the University’s heart——and ones in need of genuine leadership if we hope to get close to resolving them.
To promote further discussion, we created Food for Thought: a food truck where people could pay for their food with their thoughts on particular topics. Their replies——tagged #ithinkleadership——were posted directly to the site and posted live on the side of the truck.