University of Canterbury
Freelancer
Rupert
Creative Director
The University of Canterbury approached me to create a brand campaign that positioned them as the most culturally relevant educational institution in New Zealand, for their new, core Gen Z audience.
I honed in on the insight that self-belief was the most powerful driver for personal and professional success, and positioned UC as a place where you can make anything possible if you 'Believe U Can'.
Agency: Strategy.
Creative direction, brand Strategy & 'Believe U Can' TVC poem/copywriting : Rupert de Paula.
Design Director: Chris Flack.
Creative/designer: Ana Hardwick.
Film directed by Simon Waterhouse at Resonate.
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Published on
June 24, 2025
