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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.

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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.

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