SAIT Grads Keep Going and Going
By NORMA RAMAGE

Calgary’s SAIT Polytechnic is using the elderly to recruit the young in its new student recruitment campaign.The humorous “Further Your Passion” campaign features people in their 90s who have continued working into old age because they have a passion for what they do.

One print ad shows a white-haired lady working on a massive computer server, while a radio spot features two elderly sounding ladies discussing the hot new 78-year-old software developer, saying “I just love those silver-haired young ’uns.”

Print materials and radio spots include the tag line “Get a career you’ll never want to leave. Further your passion.”

Joe Hospodarec, creative director of Calgary’s Wax, which created the campaign for the post-secondary institution, said the agency chose elderly spokespersons to stand out from other colleges and universities. “Every educational institution uses smiley, happy young people interacting on campus to the point where it’s wallpaper now,” he said.

SAIT marketing director Viola Midegs said on-campus research showed that unlike university students, who often don’t have defined career goals when they enter first year, students who attend SAIT have clear career goals and a passion for their choice.

“Wax came up with a very fun and dynamic way to showcase that, and the campaign tested well on our 18 to 25 demographic focus groups, who just loved it.”

The campaign, which launched Feb. 9, includes print, outdoor, online and radio, and runs in Calgary and area until the end of March.

WAX partnership

A few months back, our Calgary International Film Festival identity/posters were featured online on CA’s Exhibit page. We were told that this specific entry was going to be published in the March issue of CA. So, we were going to blog about it only once the March issue was launched – seeing that we’d be in the actual CA book and all. But then, along comes February and along comes another online entry for our Film Festival work – this time, a focus on our magazine ads. Hence, the part two. Hence, the confusion. Unexpect the expected, indeed.

Click here to see the work on commarts.com

WAX partnership

We’re please to announce that our very own Aimee Jorgensen is no longer our very own. Aimee is now the propriety of newborn Kate Jorgensen, a healthy, bright-eyed 7 pound 8 ounce baby girl – who was born on February 6th – with a very full set of hair. Aimee will be setting aside creative briefs for biodegradable diapers for at least the next six months. Congratulations to Aimee, her hubby Cody, and their new beautiful, bouncing, baby boss.

WAX partnership