Don’t Stop Learning
December 7, 2016
If you had only one Post-It note to communicate your goals for the rest of your life, what would you write?
As part of its new “Don’t Stop” campaign for Royal Roads University, Will Creative recently gave over a thousand Vancouverites the chance to express their wishes at Vancouver International Airport (YVR).
“The insight behind the campaign is that given the changing world we live in, there’s a realization that people need to be lifelong learners,” says Nick Richards, founder and executive creative director of Will Creative. “It’s not quite as clearly defined in terms of your educational and career paths.”
Considering passersby had the chance to write anything they wanted on the mural of 1,440 Post-Its, their hopes and dreams were startlingly in line with the campaign message. “Being curious,” reads one. “Pushing myself to go outside my comfort zone,” reads another.
“The willingness to participate and share stories was something that surprised us,” Richards says. “There were some very heartwarming and diverse stories that touched on deep personal journeys that people had gone through. And some were more light, but they were just as meaningful.”
The mural was one of two campaign activations in the city—in Kitsilano, Will turned the side of a bus shelter into a working bookshelf complete with sliding doors. Styled after a neighbourhood library, Will asked the community to take books or leave books for free.
“The bookshelf stimulated generosity and community spirit,” says Richards. “We’re looking at extending the bus shelter library and possibly replicating it in other geographic locations. It really struck a chord with people.”
Print and out-of-home executions complemented the campaign, punctuated with headlines styled by Robin Del Pino. “Each of those headlines is inspired by an alumni story,” Richards explains. “We specifically picked a medium that connected a particular alumni story and then we created those typographic headlines with handmade props.” A shortened version of the corresponding alumni story appears on the posters, driving viewers to the website to learn more.
“We’re very fortunate that Royal Roads University is a creative and open-minded client. They make bold decisions and act with real courage,” says Richards. “They enjoy doing these non-traditional stunts that break from the post-secondary conventions you see out in the world. We find that in the past these types of tactics have a little more depth and meaning and allow you to tell a slightly deeper story.”
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