Humber College
A bold, new recruitment campaign that speaks directly to prospective students and encourages them into action in a unique and personal way.
Truth/Insight
Humber students believe in themselves and their future and know that they will be prepared to succeed in a changing world.
The Story
Borealis was asked to develop a bold new approach to Humber’s recruitment campaign aimed at prospective students. The objective was to recognize that students are looking to get the most out of their education and life and that Humber is the school that helps them thrive and honour their identity. The goal was to increase enrolment and generate positive exposure for Humber, its campus community, resources, programs, and inclusive campus experience.
Deliverables
Campaign Development
Advertising and Social
Media Buy and Asset Management
Tactics and Experiential
Environmental Application
Communication Matrix
Strategic Approach
The campaign was developed from market and environmental research including a survey of grade 11 and 12 students, and analysis of GTA post-secondary marketing and advertising campaigns to inform the development of new enrolment focused communications. The creative strategy was to create a customized, typographic treatment that could become easily recognizable and an iconic element that anchors the campaign. Rather than relying on traditional student and campus photography, the creative provides a different approach for Humber, pushing it to a new level of motivational communication with its students.
Creative Development
Humber needed a compelling messaging solution to invite prospective students to showcase their talent, passion, and individuality. The slogan “Bring It” was developed to inspire action with its bold tone and dual meaning, challenging students to live up to it.
To bring the campaign to life, Humber collaborated with award-winning artist and designer Ben Johnston, renowned for his custom typography in murals, advertising, and public art. Johnston's innovative work, with its strong social following, has left a mark across Canada and the U.S. By partnering with a local artist, Humber demonstrated its commitment to fostering local talent while modeling the success that can happen when students “Bring It” to Humber.
In Spring 2023, a large-scale, on-campus painting of the wordmark was unveiled, with exclusive invites sent to media, education partners, and institutions. The “Bring It” campaign features a dedicated webpage, digital and on-site activations, off-campus advertising, and various on-campus components.
