Capilano University (CapU) is urging students to unapologetically embrace their true selves.

“Be You at CapU” is the North Vancouver university’s new brand and student recruitment campaign, with a hero spot encouraging students to be driven, curious and confident.

“Every potential Capilano University student is an individual with a unique background and distinct goals and aspirations,” says Lisa Lebedovich, executive creative director at Will, the Vancouver shop responsible for the creative. “Strategically, we wanted to lean into this and find the truest way to bring it to life.”

The work features real students who collaborated with the team when it came to choosing the locations they would be photographed in. All of the creative is shot on the university’s nature-rich, scenic campus. The graphics, along with the photos and videos, capture the characteristics of the individual students who represent a range of the school’s academic offerings.

“The ‘Be You at CapU’ message beautifully captures the spirit of our campus culture and packages this message into an appealing presentation for prospective students locally, nationally and internationally,” says Jennifer Ingham, VP university relations at Capilano University.

The work builds on the school’s “Bring It” campaign (incidentally, also a phrase used in a recent Humber College recruitment effort) and features bold elements that are meant to capture CapU’s vibrant culture.

“Bring It” positioned Capilano University as a place of connection, support and acceptance that embraces all students, and an international iteration of the campaign launched in November 2022, reaching students in Brazil, Philippines and Vietnam.

The “Be You at CapU” campaign includes a robust digital marketing strategy. And over the next six months, the message will extend across Metro Vancouver through strategically positioned advertising placements in key locations.

This summer, Will also collaborated with diversity and inclusive marketing agency, AndHumanity, on an D&I strategy for the school. CapU has also been recognized for its Truth and Reconciliation Learning Circle, an alumni book club, with Ingham saying it demonstrates a “commitment to cultivating life-enhancing learning experiences in diverse and inclusive environments.”