Ah, the whiteboard. It still haunts the dreams of university graduates. But whether we like to admit it or not, those moments we spent staring at the notes on a whiteboard in university helped shape who we are (whether we actually wrote them or not). In a new activation for Royal Roads University, Cossette Vancouver set up a whiteboard in a Burrard Station in Vancouver that bared a long, panic-inducing wall of classroom notes. Instead of writing them down (and quitting halfway, as we often did in our school days), pedestrians were encouraged to erase the notes, eventually revealing a message letting people know the real value of education.

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The stunt is reminiscent of an activation Cossette did for Royal Roads in 2013, where people walking by could each take one of a wall of pens, revealing a similarly inspiring message.

Credits:

Brand: Royal Roads University
Agency: Cossette Vancouver
Director of Brand Services: Anne Buch
Brand Director: Robyn Smith
Brand Supervisor: Lindy Scott
Executive Creative Director: Michael Milardo
Associate Creative Director/Art Director: Scott Schneider
Copywriter: Kate Roland
Media: Sarah Morris, Bryan Mitten
Producers: Philippa Groom, Chris Townsend, Megan O’Rourke
Studio Artist: Carl de Vogue
Public relations: Citizen Relations