NEW WORK BY TARGET
June 6, 2023
Target, Canada’s longest-standing independent agency located in St John’s Newfoundland, recently released their new campaign for client St. Bonaventure’s College. The school, an independent K-12 school in St. John’s, turned to Target for their creative and strategy expertise in delivering the school’s motto – education comes second. More specifically the school takes a bold stance on education whereby academics are secondary when it comes to education.
The campaign, “What did you learn today?” promises parents a better answer that age-old question.
“We want to ignite a passion for learning and a curiosity for the world, first and foremost. And what we’ve found, is that academic success will surely follow.”
Stephen Handrigan, President of St. Bonaventure’s College
St Bon’s teaches in the Jesuit tradition, meaning the curriculum is based on compassion, curiosity, and critical thinking. The result are students who are engaged in global citizenship, community, and the arts.
“Mark Twain once said, ‘Don’t let schooling get in the way of a good education.’ That quote resonated with me during our strategy sessions. We wanted to capture the essence of their approach to education, which emphasizes the depth and breadth of knowledge students acquire throughout their experience at the school.”
TJ Arch, creative director at Target.
The hero video for the campaign features students and staff proudly describing all the things they’ve learned, from beekeeping to volunteerism – all delivered in song to the tune of Beethoven’s Ode to Joy.
The use of music as a storytelling device was no accident, as the school is widely known for its music programming, which includes world-renown conductors. Handrigan himself is an accomplished musician who has appeared in Broadway musicals, on CBC Radio and was a member of the Canadian Opera Company Chorus.
The campaign will run throughout June across various media platforms, including online video, digital display, social media, and out-of-home. It features real students and staff, who also performed and recorded the musical score.
Target is an award-winning and independently owned advertising agency and brand architecture firm. Founded in 1980, Target is based in St. John’s, Newfoundland, the most easterly point in North America. Beyond Newfoundland and Labrador Tourism, Target’s client list spans many industries, including tech, CPG, higher education, and the emerging cannabis sector. Target was named Canada’s inaugural Small Agency of the Year and has been repeatedly named one of Canada’s top-ranking creative agencies.
About St. Bonaventure’s College
St. Bonaventure’s College is an independent K-12 school located in St. John’s, Newfoundland. Rooted in the Jesuit tradition, the college provides a comprehensive education that fosters academic excellence, character development, and global citizenship. With a focus on compassion, curiosity, and the arts, St. Bon’s empowers students to become well-rounded individuals who make a positive impact on society.
Don’t know about you, but we want to attend this college!!!