John Casablanca Institute (JCI): Born to do this, 2

This project was created to generate awareness about John Casablanca's Institute, generate inquiries, increase web traffic and ultimately drive enrollment in the school’s main programs. This project is an evolution of the school’s long-standing brand position: “Born to do this.” The campaign ran in traditional outdoor locations including transit shelters and subway station banners. The media was always booked in pairs or a series of three sequential banners to ensure the characters created for the campaign were presented together.

Advertising Agency: Spring, Vancouver, Canada
Creative Director: Rob Schlyecher
Art Director / Associate Creative director: James Filbry
Photographer: Hans Sipma
Designers: Shon Tanner, Janette Lodermeier
Published: December 2012