University of Otago calls students to join The Great Migration South in new campaign via Special Wellington, Assembly and Mindshare

Every year, thousands migrate down to Aotearoa New Zealand’s deep south. Albatross. Seals. Great white sharks. Students. University of Otago – Ōtākou Whakaihu Waka is calling on the next influx of students to answer the call down in a new campaign via Special Wellington, Assembly and Mindshare.

The new campaign ‘DOWN FOR IT’ captures the momentousness of this mission, featuring real footage captured on the road, in the air, over the ocean by students on Otago’s latest migration south in February. Artfully pieced together by Assembly and backed by classic Dunedin track ‘Tally Ho!’ by The Clean.

Alongside the film, punchy outdoor teases the scope of experiences calling students down. Giant Otago scarves handed out at Open Day reclaim and reframe the university’s scarfie culture.

The new campaign is the latest in a series of big moments for the university, which recently unveiled a new tohu, Māori name and identity; celebrating both its history and future.

Says Lucy Bell, marketing manager at University of Otago: “The education landscape is rapidly changing; young people are redefining the path to success and expect more from universities. Otago has a strong history of supporting both academic and personal growth and we wanted to really lean into that. Down for It perfectly frames our unique place in the market and geographically.

Says Bethany Omeri, head of strategy, Special Wellington: “Most universities invite young people to make their mark, change the world, and forge the path they were born to walk. But many young people don’t know what they want to do yet. University is where you can find out. We wanted to reframe university to be part of the windy journey of learning, not just the ladder to achievement.”

Says Mark Forgan, ECD, Special: “As New Zealand’s only true university town, Dunedin swells with the ebb and flow of students each year, as they descend en masse. We wanted to celebrate the beginning of this big, unmissable journey, in a way only Otago could.”

Director Jonny Kofoed “wanted to capture that big ball of energy you have when you’re starting something momentous. The film’s mixed media approach allowed us to integrate various styles and animation techniques seamlessly, guiding the viewer’s eye through intentional design.”

Says Emily Swan, managing partner, Mindshare: “Our media selection playfully brings Down for It to life in ‘look-down’ formats, and through engaging formats including airtime in co-viewing / appointment-to-view programming such as the Olympics. We are so excited to see this campaign live.”

Says Matt Barnes, lead business partner: “We are so grateful to be working alongside such an iconic institution. We hope this campaign works its socks off and Otago 2025 is the biggest migration yet.”

Clients: University of Otago – Ōtākou Whakaihu Waka
Creative Agency: Special Wellington
Media: Mindshare
Production: Assembly
Audio Track: The Clean
Sound Mixing: Liquid Studios