A new campaign from Toronto’s George Brown College aims to show the more human side of its graduates.
The campaign, which is running in the Greater Toronto Area, highlights the benefits of George Brown graduates getting not just technical skills, but also the people skills that employers value.
The campaign by Cleansheet Communications is the agency’s first work for George Brown since winning the account earlier this year.
“There’s been an evolution over the last few years, where it used to be employers were just looking for somebody who knows how to install cable or cook a meal,” said Neil McOstrich, Cleansheet’s chief storytelling officer. “But what employers are looking for these days aren’t just the technical skills… They’re looking for the X factor, which is the human skills, the intuition, the feeling of doing the right thing.”
The first creative executions feature the school’s Centres for Business, Construction & Engineering Technologies and Health Sciences. The copy in each execution is delivered through street signs that are placed in workplace scenes. In the construction ad, for example, the sign reads “Building foundations. Building relationships.”
The campaign includes out-of-home, print, transit shelter ads, streetcar wraps and transit posters, as well as digital and social outreach.
