First, we created the evocative and unifying visual identity “Étudier dans l’Est-du-Québec” to connect all upcoming initiatives. Then, built around the theme “Explore. Learn. Become.”, three advertising films, in 15, 60, and 90-second formats, showcased the real journeys of students with strong ambitions and unique stories. A content strategy across Instagram, Facebook, and a partnership with BRUT—the French digital media platform popular with millennials—helped spark conversation with the target audience. All efforts converged toward an intuitive and useful digital platform.