Memorial University’s Grenfell Campus, located in Corner Brook, Newfoundland, has launched its rebranding with a campaign urging prospective students to come and “Find your corner.”

The OOH-heavy campaign, with media by Halifax-based Dory Advertising and creative from Toronto-based Manifest Communications, is running through the end of November in Atlantic Canada with a mix of cinema, buses, transit shelters and digital billboards to reach its target of prospective students, Jim Diorio, chief idea officer at Manifest, tells MiC.

Campaign creative features current students and faculty of Grenfell with copy that labels them with things like “challenger,” “mover” or “shaker.”

“Most of the work for universities out east is very conservative and features clean cut students,” he says. “When we started looking at the rebrand for Grenfell we realized that if we were going to talk directly to the students we would need to take a different approach. So the campaign was created to look like the first Instagram university, even allowing students to submit their own photos to use on the OOH faces.”