La Trobe University redefines what a ‘Uni Person’ looks like in new regional campaign

La Trobe University has launched a new regional campaign, ‘A La Trobe Kind of Person,’ challenging the idea of who university is for, and celebrating the strengths that regional people bring to higher education.

The campaign reframes university as something that’s not only accessible to regional communities, but made for them. It showcases the resilience, ambition and sense of purpose that define regional life, positioning La Trobe as the natural choice for students who want to stay local while going further.

With a presence across Albury-Wodonga, Bendigo, Mildura and Shepparton, La Trobe is Victoria’s only genuine statewide university, giving it a uniquely deep connection to the regions it serves, and a clear mandate to reflect and support those communities.

“We wanted the campaign to feel like it belongs to the regions — and that it’s not just about them,” said Darcy Muller, Director of Brand & Creative. “The creative flips stereotypes and shows that regional qualities aren’t barriers to university, they’re strengths.”

Directed by Jared Daperis through Sweetshop, the TVC captures the quiet momentum of regional life through raw, cinematic visuals, poetic narration and a local cast. Still photography by Trent Mitchell continues the theme.

“This campaign forms part of La Trobe’s broader strategy to strengthen our connection with regional communities and help meet Australia’s future skills needs in education, health and science,” says Emma Fox, Director of Marketing.

‘A La Trobe Kind of Person’ is now airing across regional TV, radio, outdoor, digital and social.

Explore the campaign at latrobe.edu.au/regional

Chief Marketing Officer – Mary Dempsey
Director of Marketing – Emma Fox
Senior Manager, Customer Strategy – Zara Cooper
Senior Manager, Brand/Partnerships Marketing – Blake Dawson
Marketing Specialist – Valentina Riquelme
Senior Manager, Domestic Marketing – Sarah Forte
Paid Media Specialist – Mario Bergmann
Director of Brand & Creative – Darcy Muller
Senior Creative – Tim Cooper
Senior Creative – Tynique Dimcevska
Creative Producer – Harrison Simic
Head of Design & Production – Sam Aldridge
Senior Producer – Dan Cahill
Graphic Designer – Daniel Marchbank

Sweetshop
Director – Jared Daperis
Producer – Nick Clarke
DOP – Max Walter
Managing Director – Edward Pontifex
Post Production – Manimal Post
Photographer – Trent Mitchell