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University of British Columbia breaks new campaign

The University of British Columbia has begun a new brand advertising campaign that focuses on the contributions made by the school to the province and elsewhere. Called "Today's Assignment," the campaign was developed by DDB Canada of Vancouver. It consists of print, out-of-home and digital advertising, as well as social media activities. The seven executions each make use of a single image intended to represent the magnitude of each assignment represented. Each execution also includes a link to a website with additional information about that specific assignment and the story behind it. The regional campaign will run until the end of June with an emphasis on the Vancouver and Kelowna markets, where UBC has campuses.  Media planning and buying is being managed by OMD Vancouver.

"The new campaign encourages discussion and debate about the large societal issues UBC is addressing through research and teaching," said DDB creative director James Bateman. "From molecular bee breeding and HIV-AIDS research to innovation in concussion identification and prevention, the campaign provides a platform to share the multitude of stories of breakthroughs coming from UBC."

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