A first in Quebec. The province’s twenty universities have united under the Bureau de coopération interuniversitaire (BCI) to launch a major joint campaign promoting university continuing education. Hula Hoop led the brand creation and development, while Espace M managed the media strategy and campaign deployment.
The goal: to build a strong and accessible image of university education for adults while breaking down preconceived notions surrounding it.
A Clear and Modern Identity
BCI and Hula Hoop unveiled a sleek and dynamic visual identity inspired by contemporary design codes rarely associated with academia. The new brand embodies the accessibility and relevance of university training in professional development.
“We wanted to give continuing university education a modern image, far from the clichés of a rigid or outdated institution,” said Anne-Sophie Lebel, Communications Director at UQAR and member of the BCI.
A Campaign That Shifts Perceptions
The creative concept centers on a simple idea: University continuing education—it’s not what you think. This message aims to challenge the perception of universities as overly theoretical by showcasing, with humor and realism, the flexibility and practical value of university programs.
“The challenge was to build a strong brand and a campaign capable of breaking down the barriers that still hold some professionals back,” explained Mélanie Poirier, Creative Director at Hula Hoop Montréal.
A Comprehensive Media Strategy
Launched over a four-week period, the campaign features a mix of formats: video content produced with Koloc, motion design, web banners, online audio, and sponsored articles.
Espace M orchestrated the media strategy with a focus on both reach and precision. The agency connected with workers and employers on the platforms where they consume content, maximizing visibility and strengthening the new brand’s awareness.
A Meaningful Collaboration
This initiative positions university continuing education as a benchmark for professional growth in Quebec. Espace M is proud to have collaborated with Hula Hoop and BCI to showcase a modern, accessible, and relevant vision of university learning.
Source: Grenier
