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  • Phone: 250.391.2526
  • Mobile: 250.812.5065

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RRU creatively uncovers admirable traits

August 2, 2012

Victoria - Royal Roads University (RRU) has deployed a new brand awareness campaign this summer, which cleverly uses physical interactivity to engage with individuals who possess admirable traits such as creativity, curiosity, determination and initiative.

This is the first brand campaign from RRU since the institution underwent a rebrand in June, designed to highlight its unique points of difference. The new look and feel include a re-imagined logo, website and Life.Changing tagline - testament to the enriching, fulfilling and transforming life experience the university offers.

The brand campaign makes use of print, digital and out of home media – including a stunt execution at Vancouver's Burrard Station. Commuters were encouraged to take one of 5,000 branded pens from a purpose built wall, which eventually transformed to reveal the university tagline Life.Changing as more pens were removed. A time lapse video can be viewed here.

Transit shelter advertisements use a peephole mechanic to demonstrate curiosity, a do-not-push button to demonstrate wilfulness, and two-sided spinning panels to demonstrate creativity. Similarly, a series of print executions include questions that are only answered when the reader takes the initiative to interact with the advertisement and fold its panels – demonstrating perspective. (Photos of the placements can be viewed and downloaded here.)

Catherine Riggins, director, branding, marketing and recruitment at RRU says this new campaign reflects RRU's thinking and philosophy. "Royal Roads University has so many spectacular features, the greatest of which are the people within it. This campaign cleverly demonstrates the traits that we admire in our students, and the traits we support and nurture as a university. At Royal Roads University, we recognize your capabilities, and we give you the tools that you need to succeed. Each of these advertisements are a small taste of that experience."

Cossette in Vancouver is the agency behind the university rebrand and the creative brand awareness campaign. Creative directors Michael Milardo and Nick Richards led the brand awareness work. Milardo says the campaign strikes a balance between traditional media that reaches widespread audiences, used in non-traditional ways to ensure innovation and high-level engagement.

"The interactivity of this campaign is geared towards awareness, talkability and word of mouth. When you interact with something first hand, you're more likely to discuss it later. Taking this one step further, we also wanted that interactivity to demonstrate admirable personal traits, allowing you to exhibit these in the real world - just as RRU enables you to do."

The new brand campaign is now in market and will run through to September, ahead of a key university enrolment period. Campaign media includes out of home (SkyTrain, airports, transit stations, restobars), national mainstream and business print media, and online.

Agency Credits - Cossette Vancouver
Account Lead: Kristen Sandberg
Account Team: Winnie Hsiao
Creative Directors: Michael Milardo and Nick Richards
Art Director: Scott Schneider
Copywriters: Michael Milardo and Matt Mitchell
Designer: Amanda Froese
Media: Sarah Wickers and Calvin Lechner
Producer: April Haffenden
Production Artists: Rob Horseman and Connie Fu


For media inquiries, including interview or image requests, please contact:

Doug Ozeroff, Senior Manager Communications and Alumni Relations / 250-391-2526 / cell 250-812-5065 

Helena Cox / Liberty Lee
Citizen Optimum PR
604-647-6288 / 604-647-2930 /

About RRU

Royal Roads University is like no other in Canada. The campus is unparalleled: situated amidst old-growth forest on a 227-hectare ocean-side parkland, it has a 104-year-old castle as its centrepiece. In contrast, the university’s 21st Century programs are dedicated to providing first-class graduate education to professionals, and to offering intensive undergraduate degree completion programs in professional fields. For more information on the university, including degrees, admissions, the campus, research projects, news and our alumni, please visit