Despite the University of Melbourne's ranking as a top Australian university, people didn't always view it as a research institution that's tackling the world's challenges. In September 2015, Melbourne launched its "Collision" brand campaign—with an eponymous 60-second TV commercial as its centerpiece—to demonstrate that it is a place where great minds collide. The ad opens with a seated woman who suddenly leaps up, runs, and unexpectedly hurls herself into a passerby who catches her. University community members rush to the scene, then come together and move as one to form a human skull, a rolling sea, and a growing tree. Voiceovers of researchers discussing these subjects in audio clips are interspersed with sound effects such as ocean waves. The spot garnered more than 1.5 million views on Facebook and YouTube, achieved strong recall among target audiences, and improved people's perception of the university.