Ask: Show international students that Canada’s multicultural identity makes it the top study-abroad choice amid U.S. political uncertainty.

Challenge: How to make Canada attractive to international students despite its own economic and political challenges.

Research: Examined the current political landscape, trending topics, party leaders’ positions, and discussions on international students and immigration.
Notably, Conservative leader Pierre Poilievre argued to “leave the hyphens,” rejecting the idea of a hyphenated Canadian identity and highlighting the growing debate around multiculturalism, belonging, and what it means to be Canadian.

Insight: The hyphen isn’t a divider, it’s a bridge.
It connects where we come from to where we belong, reminding the world that being Canadian has never meant being just one thing.

Direction for the Creative Team: Celebrate the hyphen as a symbol of belonging and pride, showing that being Canadian means bringing every part of who you are. The campaign should highlight how Canada embraces multiple identities, even as other countries debate or restrict them. Use the hyphen as a unifying visual and emotional element that connects people’s origins to their futures in Canada. Keep the tone confident, inclusive, and forward-looking, positioning Canada as the place where individuality and community meet.

Get international students

To see that being Canadian means they can fully belong without losing who they are

By celebrating the hyphen as a symbol of pride and connection, showing how Canada embraces multiple identities

Art Director/ Copywriter: Shylo Syed
Art Director: Jasmine Lyn Abarrientos
Art Director: Nes Tulang
Art Director: Athithan Murugan
Strategist: Lucas Bates