From the Nominator
"The “Bring It” campaign is a full-funnel, multi-channel marketing campaign focused on two key objectives: (1) increasing brand awareness for the university and (2) supporting student recruitment by driving applications. Launching in October 2022, the domestic campaign targeted prospective students across BC. An international version of the campaign launched in November 2022, reaching students in Brazil, Philippines and Vietnam.
This campaign was informed by research findings and celebrated the distinct voices of CapU students. It positioned the university as a place of connection, support and acceptance that embraces students for who they are and empowers them to achieve their potential.
Building on successes from past campaigns, the campaign and associated tactics followed three distinct phases of awareness, consideration and action. With a strong digital focus, we developed a 30-second brand video, two 15-second videos for social media, digital ads for Facebook, Instagram, TikTok, programmatic, Google Display and Google Search, audio ads for Spotify, as well as a dedicated landing page at join.capilanou.ca. Rounding out the campaign was a series of out-of-home placements focused on high-traffic areas and mall stops where our audience shops and works."
From the Judges
The visuals employed were striking and effectively communicated the intended message with clarity and impact. What made this campaign particularly noteworthy was the evident emphasis on student-centricity, as the concept was thoughtfully developed through the lens of the students themselves. This approach not only ensured relevance but also added an authentic and relatable touch to the overall campaign.