Creative Director

Down for It—
University of Otago

Calling on students to join The Great Migration South—

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.

  • Best Awards:
    1x Silver Pin

    Axis:
    1x Silver

The piece featured footage captured on the road, in the air, over the ocean by real first year students on their own migration south—

Alongside the film, punchy outdoor teases the scope of experiences calling students down—

jp-twaalfhoven-creative-director-down-for-it.jpg
jp-twaalfhoven-creative-director-down-for-it-1.png

Giant Otago scarves handed out at Open Day reclaim and reframe the university’s scarfie culture—

jp-twaalfhoven-creative-director-down-for-it-3.png

While enrolments across the industry are down, Otago has bucked the trend with a dramatic increase in 2025 enrolments—

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