Best of CASE District VIII Award
 

Institution: University of Calgary

Title of entry: Haskayne School of Business: Choose Change. Choose Haskayne Brand Video

About this entry: The Haskayne School of Business at the University of Calgary has been transforming students into leaders for over 50 years. To strengthen its position in an increasingly competitive market and to successfully pursue its mission of becoming a top-tier business school, Haskayne needed to evolve and carve out its own brand identity.

In May 2023, Haskayne launched its new brand and tagline “Choose Change” to convey its unique value proposition as a business school that provides the environment and conditions for professional and personal growth. To help raise awareness for our new brand and build affinity with key audiences, Haskayne partnered with creative agency Evans Hunt to produce a new brand video: Choose Change. Choose Haskayne.

The narrative-style video was designed to inspire and attract prospective students and convey Haskayne’s unique brand proposition in the Canadian business education landscape. A thirty-second and a one-minute cut were created, featuring soon-to-be three-time Haskayne alumni, Jane Zhang, highlighting her transformative journey with Haskayne.

The Haskayne brand video was an integral asset of the Haskayne rebrand, as it effortlessly communicated the school’s new brand positioning and values through a memorable and relatable message. The video was promoted through paid digital advertising, television spots, social media and through Haskayne’s owned channels. To date, the videos have over 110K combined views on YouTube.