A graduate recruitment campaign that really rocked.

ANZ already had a successful graduate recruitment campaign built around a simple but memorable visual: an electric guitar. My role was to evolve the campaign without losing the recognition and momentum it had already built.

At the same time, the refreshed campaign needed to align with ANZ's new brand direction, "Real people, real stories," by featuring genuine ANZ graduates rather than models.

Working with four enthusiastic graduates, an electric guitar and plenty of energy, I created a fresh visual identity that stayed true to the original concept while giving it a new personality. The result was a campaign that felt authentic, engaging and distinctly ANZ.

The creative was rolled out across a microsite, digital advertising, careers fair displays, brochures, posters and promotional materials, creating a consistent experience wherever potential graduates encountered the brand.

To extend engagement, the campaign directed students to a dedicated Facebook community where they could watch video testimonials, ask questions and hear directly from recent graduates. This helped prospective applicants better understand life at ANZ and feel more confident preparing for the recruitment process.

The project demonstrates how thoughtful creative evolution can refresh an established campaign while strengthening its connection with a new audience.