A career in tech will take you there.

NPower Canada

Brand Transformation, Brand Positioning, Brand Purpose, Brand Strategy, Digital & Social Brand Campaign

In five years, NPower Canada had gone from a small community organization to one of Canada’s leading non-profits offering tech training and certification to underserved youth. Up until now, they relied almost solely on community services to connect with potential participants. But as they grew, so did their need for qualified graduates and a better way to reach them.

Challenge

To maximize reach amongst our audience, we created a digital cast of diverse, eye-catching illustrated characters. The ads were created as Memes, Animated GIFs and Social Videos with messaging that was fun, relatable, engaging, and depicted the real challenges youth face in their quest for a new career.

Creative

During the strategic discovery phase, we identified a common trait that NPower’s audience shared: the feeling of being trapped in a spin state. Working paycheck to paycheck at a job with no way out. So, our strategic insight was simple: address this feeling as a peer would and connect to Canadian youth on the social platforms they visit almost hourly – like TikTok, Snapchat, Instagram.