‘The impact is real’ for students of La Trobe University in new ‘You’ll Change’ brand campaign
La Trobe University has launched ‘You’ll Change’, a new brand campaign, created entirely in-house, that brings its brand platform, The Impact is Real, to prospective students by showing what university does for the individual. The campaign, centred around personal change, encourages the audience to back themselves in an uncertain world.
Despite cost-of-living pressure, AI reshaping work and debate about whether a degree is still worth it, prospective students aren’t short on interest in study, they’re short on certainty. The campaign meets that uncertainty with a simple truth: whatever the world is doing, the safest bet you can make is on yourself. Studying at La Trobe changes your prospects, but it also changes you: your confidence, your capability and the way you see your future.
Directed by Stephen Carroll through FINCH, the two TV commercials feature the people closest to a recent school-leaver and a professional taking their career to the next level. With a documentary-style treatment, the TVCs let their candid observations reveal how studying at La Trobe changed someone they know.
The authentic casting features an 86-year-old matriarch, the local aunties at Piedimonte’s, a high school ex-boyfriend and that work friend who seems destined to never change.
Says Darcy Muller, Director of Brand, Creative & Experience, La Trobe University: “University advertising has a familiar visual language. We wanted to choose a different point of view: leaving students out of frame and focusing instead on the people around them, witnessing their change. Created entirely in-house, the campaign reflects the kind of ambitious, distinctive creative work we want to make.”
The campaign extends across out-of-home, radio, print and online. The OOH executions feature the students themselves in a quiet moment when they noticed their trajectory changing.
Radio and print continue the idea through heart-baring perspectives of a mum, husband, dad and best mate, each telling stories about the changes they have noticed in someone they love.
Says Emma Fox, Director of Marketing, La Trobe University: “The conversation about whether university is worth it has never been louder, and it’s leaving a lot of people uncertain about their next step. Instead of telling people what a university does for the world, this campaign shows what it does for our students specifically, through the eyes of the people who know them best. When everything feels uncertain, backing yourself is the safest bet you can make.”
The campaign also introduces a new sonic logo featuring La Trobe’s mascot, the Australian wedge-tailed eagle, which is also brought to life in animation for the first time.
Client: La Trobe University
Chief Marketing Officer: Mary Dempsey
Director of Marketing: Emma Fox
Senior Marketing Manager – Brand & Partnerships: Blake Dawson
Senior Manager – Customer Strategy: Zara Cooper
Marketing Specialist: Valentina Riquelme
Agency: La Trobe University (in-house)
Director of Brand, Creative & Experiences – Creative Director: Darcy Muller
Senior Creative – Art Director: Tim Cooper
Senior Creative – Copywriter: Tynique Dimcevska
Executive Producer: Jen Livingston
Strategy: Neighbourhood Strategy
Chief Strategy Officer: Jacqueline Witts
General Manager: Kate Silver
Production: FINCH
Director: Stephen Carroll
Managing Director & Executive Producer: Corey Esse
Producer: Caroline David
Production Manager: Lucy Sparke
Director of Photography: Jeremy Rouse
Production Design: Leah Popple
Costume: Michelle Philo
Hair & Make Up: Natalie Burley
Casting: Peta Dermatis – Studio P
Post Production: Arc
Editor: Johanna Scott
Colourist: Trish Cahill
Music: Electric Sheep
Sound Design & Mix: Echo Darling
Photography: Hart & Co
Photographer: Cory White
Producer: Monica Clapcott
Retouching: Jacob Ring – Ring Studios
Sonic Logo: Smith & Western
Animation & Design: Ryan Walker
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