Ask: Create a campaign for IDP Canada that takes advantage of the current political landscape in the United States, by showing international students that Canada is the place to study abroad.

Challenge: How to make a struggling itself economy in Canada look appealing and stand out to international students.

Insight: Pierre Poilievre the leader of the conservative party of Canada argued to “Leave the hyphens; we don't need to be a hyphenated society.”

Insight in action: There is no such thing as a Canadian-Canadian, rather a country built proud through multiculturalism, sacrifice and determination by individuals from every part of this planet. With this the idea of owning the hyphen become the catalyst for what would be our campaign, and one of my favourite pieces of strategic insight done while researching.