La Trobe University reunites graduates with professors in enrolment push
La Trobe University is reuniting graduates with the professors that inspired them in a new campaign from Clemenger BBDO Melbourne.
The campaign comes just in time for the 2020 university enrolment period, which has been shrouded in controversy due to the federal government’s plans to overhaul the fees for tertiary education, more than doubling the price of humanities degrees.
The first of the TVCs follows law firm owner Demetrio Zema who was reunited with professor Joseph Camilleri. The second has data Michelle Lugton, a data science lead at Coles, joined by her former professor, doctor Kok-Leong Ong.
The campaign comes just in time for the 2020 university enrolment period, which has been shrouded in controversy due to the federal government’s plans to overhaul the fees for tertiary education, hiking up the price of humanities degrees.
La Trobe University chief marketing officer, Tim Skellern, said: “This campaign concept was born from the simple insight that a really great teacher helps you to get ahead in ways you may not always realise fully at the time.
“This series is a powerful reminder of the ongoing impact we make in the lives of the students we teach by inspiring excellence through the world-class education they receive at La Trobe.”
Hilary Badger, creative director at Clemenger BBDO Melbourne, said: “The staff were so proud of what the graduates had achieved, and that’s how you know how invested they are in what they do. The students loved their time at La Trobe and are now working in a range of incredible careers. There’s really no better product demonstration than that.”
The campaign launches today across TV, outdoor, digital and social.
Credits
La Trobe University
Chief Marketing Officer: Tim Skellern
Director, Market Development: Matt Boyd
Senior Campaign Coordinator: Jon Hewitt
Creative and Brand Manager: Steve Rando
Paid Media Manager: Sarah Forte
Creative Agency
Clemenger BBDO Melbourne
Production
Director & Editor: The Glue Society
Production Company: Revolver/Will O’Rourke
Managing Director: Michael Ritchie
Executive Producers: Pip Smart & Jasmin Helliar
Producer: Serena Paull
Post Production: Glue Society Studios
Media agency
Carat
University accounts are/were massive, and to be frank, agencies (including Clemenger) have been coasting for years, with same same creative that says nothing.
This idea actually reflects the value of the product being sold (a degree), and also differentiates the client from the bog-standard creative that too often gets approved in the highered space. Let’s see where this goes.
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