UNB
Advertising
Art Director: Kenzie Cameron
Copywriter: Sophie Hebert
Designers: Arin MacNeil, Kenzie Cameron, Talita Caballero Wang
Video Production: Hemming’s House
Photography: Naomi Peters
The Brief
The University of New Brunswick, UNB, operates university campuses in Fredericton and Saint John. They were seeking to increase their recruitment numbers and better stand-out as a valid option for post-secondary studies; not only in Atlantic Canada, but in Canada overall.
UNB noted that students entering university are often full of ambition during very formative years of their lives. How can we help domestic students realize that leaving Atlantic Canada isn’t the only option to make an impact educationally? How can we help international students come to the same conclusion while also creating a lasting impression of New Brunswick as their future home during their studies?
The Campaign
A campaign was created that elected current students, alumni, and faculty as champions to tell their own impactful stories which were enabled by UNB. This ambition was captured under a tagline, recognizing students’ motivation to “Do More.”
As we were dispelling the idea that impact can’t be made within New Brunswick, it was important for all stories to be as authentic as possible. Each hero was interviewed, photographed on location, captured on video, and their names and roles were transparently displayed across creative. Aside from these heroes, we also captured New Brunswick as a destination as well as more general student experience creative.
Many other creative outputs orbited the overall campaign—as a team, we produced organic social, program brochures, accepted students’ welcome kit mailer, as well as templates, direction, and photography/video for internal team use.
The Do More campaign has paved the way for UNB to approach marketing with a unique style and bolder messaging. We really dug into storytelling, getting to know the powerful voices behind some of UNB’s most captivating students and profs. The results speak for themselves, with a 4.9% increase in undergraduate enrolments, surpassing the Atlantic average, which saw a 2.6% decline. Phase 2 for 2025/2026 is now in market, and saw us expand on the stories we told, including a video spot focusing on student experience—a new strategic approach for the university.