As part of the account services team at Cossette, I supported the Université de Montréal on an awareness campaign designed to boost recruitment among high school and CEGEP students. The idea starts from a simple insight: young people want to contribute to something bigger than themselves, which ties in with UdeM’s positioning as an agent of change in society. By borrowing the codes of fashion, the campaign turned the “UdeM” symbol into a cultural icon that students could make their own and wear with pride. The French signature Portés par le monde plays on that double meaning, suggesting both “worn by” and “carried by” the world. All the models and extras were current UdeM students. The campaign ran online, on social media and on outdoor placements in fall 2021 and winter 2022.
