Concordia University has a mission to help students find and achieve their greater purpose in life. These TV spots, as part of the “I Will Soar” campaign, show those students, filled with determination, moving like an unstoppable force toward their end goal. The spots leverage long shots, minimalist music and space to stand out from many of the loud and busy ads targeted toward the demographic, demanding the viewers attention through the sharp sense of contrast.

Print ads, outdoor boards and web banners continued the feel of the television campaign, showing students in heroic poses with headlines highlighting their powerful sense of purpose.

The campaign took home five top educational advertising awards in 2014, making it one of the most awarded campaigns of the year within the category. Perhaps even more impressively, it contributed to a 20% year-over-year increase in overall enrollment for the school.