RMIT asks ‘What the future?!’ in new campaign via Dentsu Creative

17th March, 2025 – With a new global brand campaign created by Dentsu Creative, RMIT is positioning itself as a university that prepares students for the future, amid the social, economic, and environmental challenges facing the world. 

The ‘What the future?!’ campaign demonstrates how the university is tackling some of the most pressing global issues—juxtaposing the anxiety young people are feeling about the state of the world, with the real-world, hands-on education that RMIT provides.

The campaign, which is the first major work commissioned for the university since it appointed Dentsu Creative in 2023, epitomises RMIT’s unique brand DNA and personality, and is refreshingly bold and creative. 

Launching RMIT’s evolved brand line, ‘Ready for what’s next’, the campaign highlights how RMIT students are equipped with the skills, knowledge and adaptability to thrive in an uncertain, technology-driven future. 

With access to cutting-edge facilities across each of its vibrant campuses in Australia and Vietnam, RMIT is a dualsector university that provides learning pathways, innovative learning models, and real-world experience through industry partnerships, work-integrated learning and global exchange and immersion opportunities across our many international locations and education partners. RMIT students are empowered to make an impact today and to capitalise on the opportunities of tomorrow. 

RMIT University Associate Brand Director Simon Cormack said the campaign captures the essence of RMIT’s promise to students. 

"With ‘What the future?!’, we wanted to take on the big, real-world challenges—AI, the cost of living, and the uncertainty around careers. It’s a bold, brave campaign that doesn’t just ask the tough questions but shows there’s a way forward at RMIT. What makes it even more special is that it features our own students, alumni, and staff. We’re all about giving students the skills and mindset to create the future, and we couldn’t be prouder of this work and what it stands for." 

Dentsu Creative Chief Creative Officer, Ben Coulson said: “What the future is pretty much a daily response to the news these days. We thought it made a good conversation starter when talking to young people about their future. I'm also an RMIT Alumnus, still in the game a couple of decades of change later, so I'm kind of living proof of the proposition." 

The campaign will be live across YouTube, TikTok, Meta and streaming services. For further insight into ‘What the future?!’, visit www.rmit.edu.au/what-the-future. 

Credits 

Client: Royal Melbourne Institute of Technology (RMIT)

•  Chief Experience Officer: Chaminda Ranasinghe 
• Director, Global Marketing: Carmen Gould 
• Assistant Director, Brand: Simon Cormack 

Creative Agency: Dentsu Creative 

• Chief Creative Officer: Ben Coulson 
• Executive Creative Director: Sarah McGregor 
• Group Creative Director: Zac Pritchard 
• Creative Director: V. Wassim Kanaan 
• Senior Producer: Tom Pearce 
• National Head of Strategy: Graham Alvarez-Jarratt 
• Managing Director: Katie Firth 
• Managing Partner: Hayden Isaacs 
• Group Account Director: Catherine Nolan 
• Senior Account Manager: Bart Wright 

Production Company: Revolver 

• Director: Leilani Croucher 
• Managing Director/Co-Owner: Michael Ritchie 
• Executive Producer/Partner: Pip Smart 
• Producer: Caroline Kruck 
• Post Producer: Lily Warland 
• Facilitating Producer: Carson Ng 
• DOP: Andy Commis 
• Production Designer: Helen Fitzgerald 
• Post Production- Editor, Colourist, Motion Designer, VFX/Online: Scott Stirling 
• Additional VFX Compositing: Viv Baker 
• Additional Graphic Design: Madeleine-Eve Pattison 
• Music composition & Post-audio: Otis 
• Casting: Citizen Jane Media Agency: The Media Store 
• Chief Strategy Officer: Sam Cousins 
• Senior Digital Manager: Elaina Opare
  

For further information please contact:

Miranda Ward 

Senior Communications Manager 

Miranda.ward@dentsu.com