Down For It?

Calling on students to join the journey down to the world’s southernmost university

Ōtākou Whakaihu Waka / University of Otago

Creative Director

  • Best Awards
                                                     
    1x Silver

    Axis
                                                     
    1x Silver

    Effies
                                                     
    2x Bronze

Students captured their first journeys down via road, air and sea.

Every year, thousands migrate down to Aotearoa New Zealand’s deep south. Albatross. Seals. Great white sharks. Students.
University of Otago, Ōtākou Whakaihu Waka is calling on the next influx of students to answer the call down. DOWN FOR IT captures the momentousness of this mission, featuring real footage captured on the road, in the air, over the ocean by students on Otago’s latest migration south in February 2024. Artfully pieced together by Assembly and backed by classic Dunedin track ‘Tally Ho!’ by The Clean.
Alongside the film, punchy outdoor teases the scope of experiences calling students down. Giant Otago scarves handed out at Open Day reclaim and reframe the university’s scarfie culture. All leading students to one place to discover their futures, and themselves: down to Otago.
While enrolments across the industry are down, DOWN FOR IT has helped University of Otago buck the trend with a dramatic increase in 2025 enrolments.

Punchy outdoor pointed students down to all the experiences that awaited.

Giant Otago scarves handed out at Open Day reclaimed and reframed the university’s scarfie culture.

While down across the industry, Otago has bucked enrolment trends with a dramatic increase in 2025 enrolments.

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