“Be generic:” Griffith U’s new advertising campaign

Griffith University has a new recruitment campaign, “be remarkable.” At least CMM thinks it is a recruitment campaign, because the launch advert copy provides no reasons why anybody should enrol. Instead, there are images of people doing sciency and fitnessy looking things and exhortations to character-building. “Be curious, be experimental, be relentless, push boundaries, be remarkable.” But one “be” does not get a mention, “be a student at Griffith.” Take away the logo and this could be a campaign for any university in the country.


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