In late 2011, a full-scale positioning campaign for the University of Manitoba rolled out across Canada. Ads featured young children making bold, arresting claims about their character. Across several media, airport spectaculars among them, the campaign positioned the children’s pioneering spirit as a reflection of both Manitoba and its largest university.
In 2012, the campaign showcased the journey from student to scholar on a national scale. Print ads featured some of the most prominent academics in the country – all of them key U of M researchers. In each, the academic speaks from a child’s perspective, recalling when they first became enchanted with their area of study. Each ad drove readers to umanitoba.ca for more in-depth features.