RMIT University has unveiled a new global brand campaign titled ‘What the future?!’, developed in collaboration with Dentsu Creative.

The first major work to come from the partnership since the agency’s 2023 appointment, the campaign positions RMIT as an institution that equips students to tackle future challenges, particularly in the realms of social, economic, and environmental issues.

The campaign aims to address the anxiety experienced by young people regarding global issues, contrasting this with the practical education and real-world experience offered by RMIT. This initiative marks the first major campaign for RMIT since appointing Dentsu Creative as their agency partner in 2023.

The campaign introduces RMIT’s new brand line, ‘Ready for what’s next’, and is set to be featured across various digital platforms including YouTube, TikTok, Meta, and streaming services.

RMIT University Associate Brand Director, Simon Cormack, said: “With ‘What the future?!’, we wanted to take on the big, real-world challenges — AI, the cost of living, and the uncertainty around careers. It’s a bold, brave campaign that doesn’t just ask the tough questions but shows there’s a way forward at RMIT. What makes it even more special is that it features our own students, alumni, and staff. We’re all about giving students the skills and mindset to create the future, and we couldn’t be prouder of this work and what it stands for.”

RMIT is a dual-sector university with campuses in Australia and Vietnam, known for its innovative learning models and industry partnerships.

Chief Creative Officer at Dentsu Creative, Ben Coulson, said: “What the future is pretty much a daily response to the news these days. We thought it made a good conversation starter when talking to young people about their future. I’m also an RMIT Alumnus, still in the game a couple of decades of change later, so I’m kind of living proof of the proposition.”