Smash your Score –
Collarts
Problem: Every year, students around the world are reduced to a number. In Australia, that number is the ATAR (Australian Tertiary Admission Rank). This standardised ranking system focuses on academic performance in traditional subjects such as science and maths, making it an inaccurate measure of creativity, Collarts, the Australian College of the Arts, found that this exclusionary and outdated policy was causing creative talent to fall through the cracks – they couldn't even apply.
Idea: In a groundbreaking move, we abolished the ATAR score barrier to entry. Because creativity can't be calculated. On ATAR release day, we hijacked the national conversation, announcing we'd replaced the outdated ATAR system with a more progressive admission policy that values passion, talent and individuality. Our supporting film saw students use their tools of creativity to physically destroy their ATAR numbers, shattering misconceptions and changing the conversation – paving the way forward for the class of 2025.
Results: The campaign achieved outstanding media outputs, securing 111 pieces of coverage across key platforms. As a result, Collarts saw a 386% YoY uplift in first and second preferences, 35% uplift in Year 12 applications and 14% increase in direct applications outside of our target market.