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. 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.

The new campaign is the latest in a series of big moments for the university, which recently unveiled a new tohu, Māori name and identity; celebrating both its history and future.

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