ANU target audience

ANU's advertising main target audiences are under graduate school leavers and mature age people wishing to do a university degree,  and also  post graduate student who are wishing to further their studies or to enter into a field of research.

Either way the images used in the campaign need to convey a sense of future achievement that will potentially/likely lead the intended student to a rewarding  and lucrative career. Or, in the case of research students,  have it convey a message that they will be greatly contributing to the world, with all the respect and recognition that comes with it. Both directions also need to satisfy the potential candidates that the ANU delivers quality teaching and  well resourced modern  facilities.

So, professional well crafted, tight and sophisticated imagery  is ideal, whilst adding subtext to give them a sense of community and belonging. This  can likely be achieved by having a homogenous look and feel  to the photos whilst still retaining the individual characteristics of the each school/faculty where required.

Just as important to the images is the graphic design work images and text that would be required, further locking the images into a cohesive and recognisable set, that distinguishes the ANU outright and up next to other universities. As universities tend to compete for the best students so that they ultimately get greater  funding, the branding of ANU advertising, should also express and highlight where possible the lifestyle and benefits of the university and its city. So in Canberra's case, it would focus on the clean air, the un-congested open space (long Autumnal shadows), and generally relaxed way of life. All of these element going together to attract would be students from all over the country.