Flinders University’s new They Say / We Say campaign keeps it real. It pairs striking creative edits, retro filters and seamless transitions with student-led narration that feels rooted in lived experience. What helps the work land is its honesty. Students speak about setbacks, resilience, balance and finding a point of view, not polished achievements or generic lines. That grounded tone makes the message feel connected and relatable at a time when audiences are wary of hype.

Honest, yes. But the campaign still effuses optimism. It meets people where they are, acknowledges the noise and shows what happens when you choose to challenge it. The result feels fresh - a bit like the recent Under Armour work - and a welcome shift in a category that often plays it safe.