Humber Polytechnic’s new brand platform is part of the institution’s overall strategy to address the country’s productivity crisis.

Devised by Broken Heart Love Affair, “The You You Knew Was In You” centers on a 60-second video depicting students’ transformative journey of self-discovery. The spot follows students as they envision themselves as assured, emerging professionals and is set to an original song performed by students and alumni.

“The campaign is about tapping into the potential that exists within every prospective and current student,” says Tammy Sadinsky, interim VP of marketing, communications and advancement at Humber Polytechnic. “It’s an emotionally compelling rallying cry that says the you you were meant to be is already in you, and at Humber, we’ll be with you every step of the way to sharpen, shine and nurture that you.”

Sadinsky tells strategy that the platform signifies a strategic shift for Humber, departing from its traditional marketing approach focused on showcasing programs and faculty. Instead, the institution opted for an emotionally resonant campaign to connect with a wider audience of students.

The platform also aligns with Humber’s “Builders of Brilliance” rebranding campaign last year, which emphasizes the institution’s role in empowering students to unleash their inner strengths and innate abilities amid the country’s productivity crisis.

According to the institution, productivity in Canada has been declining for many years, and Humber’s new goal aims to address the issue by bridging academia, industry and government to boost competitiveness and job creation.

“(The new platform is) about ensuring Humber is evolving the education model to ensure students are graduating from the right programs with the right experiences to address the productivity crisis,” Sadinsky says, adding that Humber has a new credit model that allows students to learn inside and outside of the classroom. The model includes new industry-responsive curriculum, a new approach to credit transfer and deeper engagement with employer partners.

In collaboration with Push Media, the new campaign will appear on digital platforms, TV, connected TV and will also be supported by billboards, billboard, bus and streetcar advertising, social media and cinemas.