Who: Smith School of Business at Queen’s University, The Township Group for creative, and Guru Communications handling media.

What: The first ever masterbrand campaign for Smith, with creative built around the tagline “Always on.”

When & Where: The campaign is live now and will run through April. The media buy is heavy on digital, targeting the Greater Toronto Area business community, complemented by some creative out of home.

Why: Until now, Smith marketing was highly targeted and focused on specific programs, rather than the school brand itself, said Nancy Evans, executive director, marketing and communications. “We’re doing this now because we have a great story to tell about the school… and we have never really told the larger story about Smith and there has been a lot of innovation and growth here.”

How: A series of simple, copy focused digital display and video ads with lines like “Garbage is Business,” “Food is Business,” and “Culture is Business” to convey that in the modern world, “Everything is Business.” Just as business people have to be always paying attention—ie: always on—to keep up, Smith School of Business is also “Always On.”

“The campaign is based on the insight that business lives beyond boardrooms, market and borders,” said Karen Howe, founder and creative director of The Township Group. “Beyond 9 to 5, everything is business. Culture, technology, weather, politics all affect business, directly or indirectly… Our business audience lives that mantra. We do too.”

What about that creative out of home? An Always On ad wrap around the electrical outlets in airport lounges, so business travellers plugging in their phones or laptops will be reminded of the school’s “Always On” ethos. Digital will also be updated to complement whatever news is happening that business leaders need to be aware of.

“It is designed to live and breathe and change in real time to reflect current events,” said Howe. “Our digital and OOH will be constantly updated as world and local events unfold.”