Concordia University in Montreal develops digital campaigns to celebrate our community. The “Bringing the City to Life” campaign aimed to reengage highly successful graduates from Concordia’s Faculty of Fine Arts and celebrate our place as a leading institution in arts education. The content also sought to strengthen ties between Concordia, the City of Montreal, and the art collective MU Montreal. MU Montreal’s mission is to beautify our city by creating murals that are rooted in local communities. Since its founding in 2006, MU has created 200 permanent murals in 18 of the city’s boroughs and has designed 400 collective murals in schools. On April 21, 2023, we launched the campaign, which included a web story, a full spread in our spring 2023 Accent newsletter, and coverage in our alumni magazine. We also recorded five video profiles of Concordia alumnae who work in various roles within MU, from muralists to art education. The stories and videos were also shared across social media. This campaign was a great success, fostering greater engagement with our alumni and partners. We exceeded our goals and built strong community connections, leading to two sold-out in-person walking tours of MU murals. The walking tours, open to alumni and students, was curated by two featured Concordia-MU alumnae and prompted grads to reconnect with Concordia.
From the Judges
This campaign was creative and met the university objectives through outreach, innovative solutions and recruitment of alumni ambassadors from the fine arts community. We think they achieved remarkable results and created a sense of pride among the larger community.
