Curtin University — Be the One

McCorkell was tasked with developing a campaign platform for Curtin University’s Chinese student acquisition program. Leveraging McCorkell’s integrated expertise across Asia the team developed ‘Be the One’ - a play into the success-driven mindset of (样样第一) a unifying force aligning students, teachers and parents alike. This campaign sets out to inspire students to forge their own paths. To achieve personal greatness and professional success through a lifelong educational journey at Curtin.

To 'be the one' means to stand out from the crowd. Using a viewfinder-style device that is flexible and versatile across all applications, we were able to frame the students within the creative and connect the visual to the copy.