The Perimeter Institute for Theoretical Physics is shining a light on the role its research plays in the future of Canadian competitiveness, innovation and prosperity.
A new campaign by agency partner Revolution for the research institute based in Waterloo, Ont., underscores the effect theoretical physics has on the technologies that shape daily lives, from GPS to MRI. Quantum research and artificial intelligence are also built on the same foundation of theoretical discovery that Perimeter researchers are currently advancing.
“Science has never been more important for the country and our future, just look at the priority areas in Ottawa right now,” says Mark Healy, director of communications at Perimeter Institute. “We are proud of the work being done here and this campaign captures that spirit of discovery and its relevance to every Canadian. It encourages investment and participation.”
Marcus Wiseman, partner and strategic lead at Revolution, tells strategy that the shop aimed to be accurate and easily digestible in reflecting Perimeter researchers’ work in areas including black holes and dark matter.
“When we were named AOR [in summer 2024], we did new brand positioning. The core brand was left intact, but we positioned the institute in a more accessible way,'” Wiseman says.
The shop’s creative concept connects the dots between physics and progress to a create a compelling case about the importance of theoretical physic to government, philanthropists and citizens alike. The campaign launch coincides with the Perimeter Institute’s 25th year in operations.
“The campaign’s key message is that a breakthrough in physics today, will make a better world tomorrow,” Wiseman says.
The media plan was dialled in to reach three audiences, Wiseman says. A digital portion targets government and public affairs employees, a combined digital-and-print rollout keys in on philanthropists and their related organizations and a digital-and-social approach was developed for the general public.
Perimeter, founded by BlackBerry co-founder Mike Lazaridis, is a centre for theoretical physics that focuses on research in areas such as cosmology, dark matter, quantum information and space time. It offers master’s programs in partnership with the University of Waterloo.
Running until Dec. 15, the campaign features a television public-service announcement, a social-media content series and digital display and print advertising.
