Who: Humber Polytechnic, with Broken Heart Love Affair for strategy and creative; Push Media for media.
What: “The You You Knew Was In You,” a bold new brand platform that represents a significant departure from how Humber and other post-secondary institutions have tended to go to market. It’s led by Tammy Sadinsky, the former CIBC and Walmart Canada marketing leader who joined the school last fall.
When & Where: The campaign is live now, running across TV, cinema, digital, out-of-home, social and in campus environments, anchored by a musical-inspired 60-second spot.
Why: Humber—whose advertising program has produced a large number of graduates working in the industry today—said the campaign is intended to show students and prospective students how it can remove obstacles and provide them with the tools they need to become who they’re “meant” to be. It’s described as an “internal journey of self-discovery that defines the Humber experience.”
Advertising in the category tends to be rational and indistinct, even though choosing a post-secondary institution tends to be an emotional decision, said Sadinsky. “We were eager to bring forward the student lens to this work and connect with their hearts, not just their minds.”
The campaign is intended to ladder up to the “Building Brilliance” strategic vision outlined by CEO Dr. Ann Marie Vaughan last fall. Its objective is to put the building blocks in place for a more modern and relevant higher education model that aims to ensure Humber graduates have both lifelong skills, and the ability to immediately help close Canada’s productivity gap.
The approach is rooted in the idea of challenging conventional notions of self-discovery and highlighting Humber’s approach to education, which it said empowers students to break through barriers to realize their potential. “A bold vision calls for bold work,” said Sadinsky.
There are multiple objectives, said Sadinsky, including a boost in brand health and student recruitment; driving employee and alumni pride, and increasing partner and donor engagement.
How: Since its inception, Broken Heart Love Affair has fostered a reputation for ambitious creative that eschews category norms, which has been evident in campaigns for clients including the Royal Ontario Museum, Kruger Products, Parkinson Canada, and Go RVing Canada. This campaign adopts a similar approach.
The 60-second anchor spot opens on a typical scenario of Humber students attending a lecture, before heading off in an entirely unexpected direction. It shows students’ future selves working in various professions like food service, medicine, and the trades, all soundtracked by a Gilbert and Sullivan-esque musical number performed entirely by Humber students and alumni.
The accompanying lyrics promise students and prospective students that it will “huff and puff and buff you out/a brilliant shiny version of yourself,” and produce a “brilliant, shiny glowing version of yourself.”
BHLA said that the creative approach is rooted in a “profound understanding” of both student experiences and the stressors many feel when looking at today’s world. The goal, it said, is to dismantle negative self-talk, stress, and external pressures.
The spot was directed by Academy Award-winner Joachim Back (The New Tenants), who has created similarly adventurous spots for clients like Flight Centre, a campaign from Cossette that debuted when several current BHLA creatives were with the agency.
And we quote: “Our new platform isn’t about reinvention—it’s about removing obstacles and providing the tools students need to discover their edge and become who they’re meant to be.” — Tammy Sadinsky, VP marketing, communications and advancement, Humber Polytechnic
