University of Manitoba - Define Yourself Bus Shelter“Where you are shapes who you are.” It is this statement that inspires the national positioning campaign for the University of Manitoba, which was first launched to Canadians earlier this year.

Now, for fall 2011 and speaking directly to current and prospective students, the campaign continues its celebration of the human, intellectual and geographic landscape of Manitoba with ‘Define Your Future,’ a multi-layered and multimedia campaign that includes 40-foot wide cinematic superboards, environmental applications and a video contest hosted on Facebook (using an app).

“For this campaign, The University of Manitoba wanted something that had an authentic feel and embraced the transformational experience of living and learning in Manitoba,” says Brent Morrisseau, MCG’s Creative Director. “This province is a special place that creates a unique perspective and a determination to succeed. And the university prides itself on providing the transformational student experience that instills a drive to create, to effect change and to make a difference.”

The transformational experience is reflected in the creative and experiential prizes offered in the contest, which included a trip to the Arctic to work with researchers, a trip to India to observe the university’s public health and HIV prevention programs and traveling with the university’s visionary human rights leaders to New York or Ottawa. Numerous secondary and weekly prizes were also offered.

The contest asked prospective and current students to define who they are – trailblazer, visionary, explorer – based on words featured in the campaign.

“The campaign uses unique prizes as incentive to generate awareness, recruit students and reinforce the University of Manitoba’s position as the premiere post-secondary institution in the province,” says Peter George, MCG CEO. “It encourages prospective students to ask themselves the question of ‘what can this university help me become?’ as opposed to simply ‘what will I study at university?’”

The powerful, cinematic creative was also seen on Winnipeg transit shelters, billboards and superboards across the province and online.

The contest ran until February 12, 2012 and winners were announced at a campus celebration in March. The five finalist videos are available on the university’s YouTube channel.

The Winnipeg Free Press spoke with University of Manitoba vice-president of external relations John Kearsey and MCG’s Peter George in Oct., 2011 to discuss the campaign.

U of M - Define Yourself