The University of Melbourne’s new student recruitment campaign is brilliantly briefed and beautifully executed. Like previous campaigns, Collisions and the excellent outdoor Made Possible by Melbourne the basic messages, about the quality of the university’s education and research are hardly unique. But what separates them from the self-important puffery that too-often passes for university advertising is the quality of the strategy and the creative translation. Much advertising for universities sells the idea of research and education rather than the benefits of studying at a specific institution. The University of Melbourne has now produced three campaigns that do both – own the ideals of education and the role of research and sell the idea that everything that matters in both is at UniMelbourne.