Centennial needed to appeal to its core constituency of new Canadians. These are cultures that traditionally only believe in a university education.
To encourage parents to be open to the value of an applied education, our ads featured Robotics, a sexier applied technology course, which had distinct parallels to a respectable university degree in engineering.
To make Centennial more inviting to students, we delivered the message – that Centennial students love what they learn – with just enough humour and irreverence.