"Canada's premier polytechnic, SAIT is renowned for its training expertise from trades through to degrees. This student recruitment campaign avoids the cliched photos of smiling students walking around campus. Instead, we opted for people who were happy with the education and training they received—so happy in fact that they'd never leave their chosen careers. Quick turning tri-boards showed students happily aging on the job. It was a new way to say 'Apply today.' Students loved it and applied in greater numbers than ever before."