Australia’s Bond University recently launched a brand new campaign that stands out for its creative flair and retro vibes, but also for the messaging that cuts much deeper than most student recruitment campaigns. Overcoming the almost mythical idea of lone achievement, the campaign celebrates the collective. Bond University is a place full of other students and expert staff - full of company. And ‘ambition loves company’, helping amplify what every individual can achieve. It’s a quirky way of flipping the usual university lexicon into something much more original and powerful. And it’s supported by thought leadership and expert content from university academics, adding credibility to the power of being in a group. Very smart indeed.