Holistic Thinking, Innovative Marketing

Brock University in St. Catharines Ontario has 17,000 full-time students. “Brock champions smaller class sizes and - this is key - a whole brain approach to the students ... [This] means a student's social awareness, emotional development, connection to the community - artistic development.... [The marketing firm therefore] created a bold look that explores a whole-brain examination of students, faculty and alumni. And so we meet Rohan Kothari, majoring in biological sciences but working on mastering the sax, and MSc candidate Lisa Neville, a licensed gliding instructor who lauds Brock's dual major course offering (Earth sciences and biology). Each image is bifurcated: an oil painting substitutes for half of Mr. Kothari's face; a raptor for half of Ms. Neville's.” This novel university campaign literally illustrates the primal creative relation between self-identity, language, and image. "Both sides of the brain", as the campaign tag goes, indeed.

Globe & Mail Article - Brock offers a lesson in boldness
Brock University