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Université de Montréal: An Icon For The World
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Université de Montréal has launched its new ad campaign, 'An icon for the world.' Developed by Cossette, and created in partnership with production house Colossale, this awareness campaign aims to bolster the university’s efforts to recruit high school seniors and CEGEP students. The creative approach stems from the idea that most people nowadays hope to leave their mark on the world—young people in particular want to contribute in a positive way to something bigger than themselves, which is in keeping with Université de Montréal’s positioning. The institution sees itself as a citizen of the world and an agent of change through its daily contributions to the development and well-being of our society—and of the world. With this campaign, Cossette hopes to turn Université de Montréal’s symbol—UdeM—into a cultural icon that the student body can make their own. Students are at the very heart of the campaign. They embody the university’s brand and values, but they’re also positioned as the main agents of change. In fact, the models and extras used in the campaign are all current Université de Montréal students.
Client: Hélène Mitchell, Léa Portugais-Poirier Related DIRECT MARKETING
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