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Education and Training Provider TAFE Queensland's Bold Spot Embraces Your Greatness

CHE Proximity follow real students, graduates and teachers for the campaign

Education and Training Provider TAFE Queensland's Bold Spot Embraces Your Greatness

TAFE Queensland and CHE Proximity have launched a new campaign, reaching those who want to turn uncertainty into opportunity. 

At a time when many are contemplating their next steps, the campaign seeks to challenge the concept of greatness, and embraces how it means different things to different people. 

“We wanted to democratise greatness and encourage people to do what feels right for right now,” said Marianne O’Brien, managing partner, creative at CHEP. 

“Greatness is not about the big house and the big job, it might be running your own business, finding meaning in your work, or simply being a provider but also having time to spend with your kids.” 

The campaign line, ‘You define your greatness’ sits under the enduring ‘Make Great Happen’ brand platform and runs across all channels. 

It’s supported by targeted messaging on the progressive study areas and course flexibility that allows anyone to pivot, whatever stage of life they’re at. 

Marielle Wallin, director of marketing at TAFE Queensland said: “TAFE Queensland’s purpose is to change lives for the better.” 

“We are continually innovating and we launch this new work to prompt a reappraisal of TAFE Queensland, to inspire people to have a positive impact in their own lives and in their community.” 

“This campaign is central to celebrating some of the wonderful training and employment outcomes our students are achieving throughout Queensland across a range of industries, along with showcasing the extremely high quality of hands-on, practical training we offer to people each and every year.” 

“While the TAFE Queensland of today looks very different to how it did over 139 years ago, one thing has not changed – our commitment to ensuring our students gain the skills they need to change their lives and build lifelong careers,” Ms Wallin said. 

The campaign features real TAFE students, graduates and teachers, was filmed across Queensland by Tristan Houghton from Taxi Films, and features music from Rüfüs Du Sol. 

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Client: TAFE Queensland

Director, Marketing: Marielle Wallin

Campaign Manager: Kylie McLeod

Creative Strategist: Ned Stevenson

Senior Campaign Officer: Brooke Pearson

Senior Marketing and Content Officer: Kristen Skinner


Agency: CHEP

Managing Partners - Creative: Cristian Staal & Marianne O’Brien

Assoc Creative Director: Christie Luxton

Art Director: Sal Borzillo

Executive Producer: Mel Ashman

Agency Producer: Katrine Bowman

Strategy Director: Katie Peacock

Managing Partner: Christine Gannon

Senior Account Manager: Dean Matejcek


Production Company: Taxi Films

Director: Tristan Houghton

Producer: Simone Mackie

Post: The Post Lounge

Editor: Annika Damon

Sound: Rosco Audio


Media Agencies: Mediacom & Rapid Media

Category: Corporate, Social and PSAs , Education

Genre: Dialogue , People , Storytelling