La Trobe University shows impact in the real world in new campaign + platform via CHEP
La Trobe University has revealed a new campaign and brand platform, ‘The Impact is Real’ developed by CHEP. It demonstrates the very real impact that La Trobe students, academics and partners are having on people’s lives.
The new platform showcases the university’s strength in health, science and technology. And launches with a film featuring current LaTrobe University students, including The Australian Ballet’s Principal Artist, Benedicte Bemet (Bachelor of Psychological Science).
Says Natalie Ellisdon, chief marketing officer, La Trobe University: “La Trobe is focused on delivering real impact in our communities today, not just tomorrow. We do this by our close collaborations with industry, conducting relevant research and focusing on building the skills of our students so that they have tangible experience that is directly and immediately applicable in the work that they do. Our focus and growth in the areas of health, science and technology and the growing needs of society in these areas means this impact will only continue to expand well into the future.”
Says Darcy Muller, director of brand and creative, La Trobe University: “We wanted to position La Trobe as a University that has a clear focus and is differentiated from its peers. Most universities talk about intangible ideas of changing the world, but we want to show how La Trobe people actually affect lives right now.”
In addition to the film, the campaign is rolling out across TV, radio, OOH, cinema and digital channels.
Says Thomas Penn, general manager, CHEP: “We’re thrilled to be partnering with an ambitious brand that’s truly preparing Australians to make a positive impact in the new economy. La Trobe University’s impact on its students is apparent in all that they achieve, and we look forward to continuing to tell that story under this new brand platform.”
Further information about the campaign can be found at latrobe.edu.au/cmp/impact-is-real
Client: La Trobe
Chief Marketing Officer: Natalie Ellison
Director – Brand & Creative: Darcy Muller
Creative Agency: CHEP
Production Company: Collider
Director: Glenn Stewart
Executive Producer: Karen Bryson
Producer: Melissa Weinman
Director of Photography: Joey Knox
Grade: Matt Fez
9 Comments
Change logos with any other university, nobody would know. Why La Trobe over others? Add to that the usual mixed media trope, and you have yet another university ad. Wasteful.
LaTrobe brand is in a tricky spot – does it aim “up” to be alongside Melbourne, Monash and more recently Deakin to celebrate the sense of power and possibility that a university education offers? Or “down” next to Victoria, Federation et al to focus on the real world, accessibility, everyday life?
Or does it try for a different spirit? To be the activist that it once was. Like RMIT tries to be the creative one.
This seems stuck in no-man’s land to me. The underlying positioning is a bet each way – probably too research-led, with insufficient rigour in strategic decision making. And the personality/execution isn’t distinctive enough (unlike say Deakin) to get the competitive stand-out.
So it’s dull and generic.
Come on uni brands. You should be much bolder and provocative. That’s what makes unis special as brands – you’re not insurance companies or banks. Celebrate that difference. Be thought-provoking. Stop appeasing a bunch of middle-aged stakeholders and connect to the hearts and minds of young people with their lives ahead of them, or post-grads who are there to transform themselves.
…but as someone who’s done it a lot (as both an animator and director) this is really beautifully executed. The transitions are gorgeously integrated without being big hoky IPJ rip-offs. Nice work Glenn & team!
I think this is great. Seems they want to own “real world” problem solving rather than education without purpose – that comes through, and for the sector there’s real craft in the execution. Way more interesting than most uni work I tend to see…
Didn’t Clemenger Melbourne have La Trobe?
Yes, another reason they’ve been merged with Clemenger Sydney.
Pitch incoming
QUT created and evolved the positioning and line of “The University for the Real World” for 20 years…this looks to be a direct (and late to the party) copy.
Since La Trobe started to become smart at everything it has committed many fouls. I am not surprised they steal QUT’s long upheld motto.