Uni campaign tackles awkward conversations with a cricket twist

AUCKLAND, Today: University students often find themselves in awkward conversations—those uncomfortable moments where the room goes silent. These are exactly the ‘grey area’ discussions that a new animated campaign is targeting.

The Chat the Weird Out campaign, developed by Ogilvy, aims to help students build healthier relationships, both on and off campus. It’s part of a broader consent education initiative by the University of Auckland’s Campus Life division.

The campaign features a cricket character, symbolising awkward silence, and highlights common awkward scenarios for students.

“Ignoring an awkward situation is something we’re all guilty of… The cricket, voiced by comedian James Mustapic, is our interloper, helping address those little weird moments before they become big weird moments.”

Ogilvy NZ Senior Creatives Chelsea Sietses and Matt Woods said, “Ignoring an awkward situation is something we’re all guilty of… The cricket, voiced by comedian James Mustapic, is our interloper, helping address those little weird moments before they become big weird moments.”

Tee Bouttier-Esprit from Campus Life commented, “Relationships are fraught with grey areas. These often arise from a lack of communication, making boundaries unclear. That’s where ‘Chat the Weird Out’ can be so powerful.”

The University of Auckland intentionally left the campaign unbranded so it could be shared with other universities and councils across Aotearoa. Massey University has also begun rolling it out on their campus.

Ogilvy developed the strategy and creative for Chat the Weird Out, which is now live across social media, street furniture, and on-campus posters at both the University of Auckland and Massey University.

CREDITS

Client: Campus Life, University of Auckland

Strategy and Creative: Ogilvy

Flux Animation: Animation studio
Creative Director: Laban Dickinson
Executive Producer: Joshua Forsman
Animation: Danielle Mendoza
Animation: Lily Martin-Babin
Animation: Duncan Van der Schyff
Design: Lynn Choi

Sound studio: Boxcutter
Sound design: Milon Williams