Royal Roads University: Are you Ready? - Reinvent

Royal Roads University (RRU) and Vancouver agency Will have launched a new campaign that taps into the growing number of people who are seeking new opportunities, careers and passions spurred by the pandemic.

After a year of lockdowns, protests, and environmental emergencies, people are looking more critically at their careers and their overall direction in life. They’re looking to pursue careers that are more aligned with their values and interests, and RRU is uniquely positioned to help them blaze this new trail.

“Moving into the final months of 2021, there is a collective desire for something different. People are evaluating what’s really important to them and looking for an education that gives them the skills to pursue it,” said Catherine Riggins, Associate Vice President of Marketing with Royal Roads University. “With smaller class sizes, interdisciplinary learning, and a focus on future-ready skill sets, we’re here to embrace that desire for change and inspire people to be bold.”

Created under RRU’s “Boldly Different” creative platform, this year’s campaign carries the rallying tone of the previous campaign and pairs it with compelling visual twists on transformation and empowerment. Each execution features a direct “Are you ready?” call-to-action that inspires viewers to challenge the status quo, the expected way of thinking, and, most importantly, themselves.

“RRU isn’t your typical university,” said Will Creative Director Lisa Lebedovich. “It was founded on doing things differently, and our job is to ensure our campaigns embody that same confidence, tenacity and energy. We have license to show up in ways other universities can’t, which is what makes RRU such an exciting brand to work with.”

The main awareness campaign is running across digital, social, print and OOH media and is supported by phased tactical campaigns that leverage the “Are you ready?” message to showcase RRU’s undergraduate programs and growing offering of micro-credentials.

The campaign is currently in market across Canada and runs until the end of March 2022.

Are you ready?