Students and staff from across the University, along with alumni, came together to perform the musical score for the campaign’s advertisement.
When UNSW’s Brand team had the idea to include students in the production of the new campaign advertisement, they approached the University’s Music Performance Unit (MPU). The advertising agency and the MPU team then worked together on the instrumentation, arrangement and lineup of musicians who would perform the score for the animated ad.
Tapping into the wealth of musical talent across the UNSW community, the MPU team formed an ensemble of current student and alumni singers and musicians to record the uniquely UNSW interpretation of the iconic Canned Heat song ‘Let’s Work Together’ for the ad. It included four student singers, four student string players, a student drummer, alumni musicians on trumpet, saxophone and bass, as well as a couple of staff members.
Sonia Martin, Director of Creative Communities, said the ensemble was a “nice breadth of representation” from the faculties, including Engineering, Law & Justice, and Arts, Design & Architecture.
Sofia Lloyd-Jones, Executive Director, Marketing & Digital Experience said the song ‘Let’s Work Together’ is “at the heart of the campaign”.
“The next phase of UNSW’s brand campaign showcases UNSW’s distinctive strength in bringing together diverse perspectives, disciplines and expertise to solve complex, real-world challenges,” said Sofia.
“A bold, contemporary animation has been designed to stand out, while creating a memorable and distinctly UNSW expression of our brand.”
Collaboration and connection
In discussions about the messages in our Progress for All strategy, Sonia said the students’ responses were “really beautiful” and they talked a lot about ‘connectivity’.
“They talked about how, even with all their diverse needs, UNSW always has their back. They talked about finding a place for themselves.”
Sofia said, “This recording is a wonderful example of collaboration within our own University.
“It brings together different skills and perspectives to create something none of us could have achieved alone.”
Watch the behind-the-scenes video.
Showcasing student talent
The students and alumni were recruited from UNSW ensembles – the orchestra, wind symphony and choirs. The four singers are members of Corde, the University’s chamber choir.
“This is one of their extra-curricular activities, which give them the opportunity to make connections and build their community outside their courses. And on the recording day, they made new connections because the singers, for example, hadn’t previously known the string players,” said Sonia.
While the students study other disciplines such as engineering and law, they are also highly accomplished musicians. Some have been playing instruments since the age of four.
“They come to uni after they have been at the top of their game in their school in music,” said Sonia. “Some don’t choose to study music, but it doesn’t mean they aren’t really good at it – this is their way of keeping that strand of their life going.
“And many students come to UNSW because they can do a double degree in music as well another discipline – which isn’t available elsewhere through a Bachelor of Fine Arts in Music.”
Learning and sharing expertise
Recording ‘Let’s Work Together’ was also a valuable learning experience for the singers and musicians, Sonia said. Most of the students’ previous performance experience had been live, where she said there’s a bit more “give”.
“They had to listen and align and be super precise. There’s a lot to learn for a different medium.”
Sonia said the project strengthened collaboration between the MPU and the Marketing and Brand teams, as well as the external agency.
“The process involved a genuine exchange of expertise. The MPU team contributed technical knowledge about the performers and the requirements of the arrangement, while the agency brought its expertise in animation and production,” Sonia said.
“It was more than a performance – it was a sharing of expertise and a great way to make connections across the University. It was really constructive for everyone.”
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