From the Nominator

"Under the leadership of the president and CCMO, York University embarked on a journey to clearly define who we are and what we stand for in a compelling and memorable way. Our goals were to enhance our reputation and encourage stakeholders to engage with us. With an evidence-based strategy we landed on Positive Change--a bold vision and differentiated positioning that embodied our new university academic plan (UAP).     

This multi-faceted institutional brand was launched during the pandemic in September 2020. Building off our brand strategy, a bold, new, and inspiring creative platform “Right The Future” was developed, bringing the positioning to life with a strong sense of shared identity among all students, faculties, and campuses. This was based off of the insight that our primary audiences want to align themselves with values and initiatives they believe in and feel like they are a part of something bigger than themselves.  

In our second year of the campaign of 2021, further insights were uncovered through research, which led to an evolution of the campaign to introduce a second messaging option that was designed to connect better with students. In addition, our research showed that those who saw our ads did not consistently attribute them to York University, so we focused more on a prominent bold expression of “Right the Future” and incorporated a thicker window of positive change within our creative."

From the Judges

Great visuals and creative. Excellent use of consistent branding. Wide range of creative content. Videos were really well done and intriguing. Great job.