From the Nominator

A year after we were renamed "Toronto Metropolitan University," it was crucial to remind the student community of the connection between our brand and our still relatively new name. Sentiment analysis through Meltwater showed a steady climb in usage and sentiment around “Toronto Metropolitan University,” but it was clear there was still work to be done to instill a sense of pride in our name. Additionally, social listening reports through Meltwater indicated there were many student queries regarding the term "Metropolitan" and its significance. In response, our team was tasked with crafting a dynamic social video to clarify the intended meaning of "Metropolitan" for our student audience. Moreover, the video needed to possess a high cool-factor to effectively engage our target demographic. So, instead of telling students all about what it means to be metropolitan, we decided that it would be far better to show them. We opted for pattern disruption techniques, resulting in a dynamic video tailored for platforms like TikTok and Instagram Reels. This video showcased the seamless integration of our campus with the bustling urban environment of Toronto, emphasizing our metropolitan identity. Furthermore, we sought visual connections to our overarching “Made of Grit” brand campaign, incorporating graphic devices and filters to infuse the video with a gritty, urban vibe.

From the Judges

This is an eye-catching video. Shot entirely in-house, it showcases creativity and skill. We loved the music, edits, and colors, which all come together to create a cohesive look and feel. This innovative video breaks away from traditional college promotional content. It has an engaging online performance.