RMIT earns global recognition for its ‘What the future?!’ brand campaign

RMIT earns global recognition for its ‘What the future?!’ brand campaign

RMIT University has won Marketing Campaign of the Year at the 2026 PIEoneer Awards for its ‘What the future?!’ brand campaign.

The PIEoneer Awards, which were presented in London on Friday 4 September, celebrate innovation and achievement in international education.  

Launched in 2025, ‘What the future?!’ set out to connect with future students navigating AI disruption, career uncertainty, climate anxiety and economic pressures.  

Rather than pretending to have all the answers, the campaign embraced the unknown by turning some of the biggest questions facing young people into humour, music, surreal storytelling and exaggerated scenarios. 

The result brought RMIT’s bold personality to life, while reinforcing its positioning as a practical, industry-connected university preparing students to navigate an unpredictable future. 

Associate Director of Brand Simon Cormack said it was fantastic to see the campaign recognised on an international stage. 

“We knew ‘What the future?!’ was a brave idea, but it also felt genuinely and authentically RMIT: curious, unconventional, optimistic and willing to challenge the status quo,” Cormack said. 

“We didn’t want to simply tell people that RMIT prepares them for the future. We wanted to acknowledge that the future is uncertain, and show that RMIT gives students the confidence and practical skills to be ready for what’s next.” 

pieoneer award ceremonyThe award was accepted by Corrina Langelaan, Associate Director, Marketing and Engagement, RMIT Europe (right)

PIEoneer Awards COO and co-founder Clare Gossage said the quality of this year’s winners reflected the innovation and impact taking place across the international education sector. 

“Even after 10 years of The PIEoneer Awards, we continue to be blown away with the exceptional quality of entrants. Our winners have demonstrated a real commitment to making a difference, and we’re thrilled to recognise their achievements,” Gossage said. 

“International education is a sector that never stands still, and this year’s winners are testament to the people continually pushing it forward. From pioneering new approaches to championing inclusion and creating meaningful opportunities, they represent the very best of our industry.” 

Other recognition for the ‘What the future?!’ campaign includes: finalist in the Cairns Crocodiles Awards for Best Media Campaign; finalist in the upcoming 2026 Australian Marketing Institute Marketing Excellence Awards for the Creative Effectiveness category; shortlisted for the 2026 Future Campus Awards for Best Tertiary Education Marketing Campaign

View the ‘What the future?!’ brand campaign.

09 September 2026

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09 September 2026

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