NorthwesTel
Building a challenger brand to re-humanize recruitment.
(INDUSTRY)
Internet Service Provider
(SERVICES)
Branding
Creative
Northwestel is a telecom company that has been servicing Northern Canada for over 60 years. They had just reached 1 Gig internet up north, a new speed tier and a milestone for the region. They needed to build awareness and celebrate this moment in a market where telecom regulation and brand sentiment required careful navigation. This was their opportunity to move beyond past promotions and launch a campaign rooted in a strong creative concept that could thread through multiple activations.
Northwestel is a telecom company that has been servicing Northern Canada for over 60 years. They had just reached 1 Gig internet up north, a new speed tier and a milestone for the region. They needed to build awareness and celebrate this moment in a market where telecom regulation and brand sentiment required careful navigation. This was their opportunity to move beyond past promotions and launch a campaign rooted in a strong creative concept that could thread through multiple activations.
We developed a concept around the North levelling up, treating the milestone like a game achievement. The messaging centered on doing core activities at Gigaspeed, using notifications, badges, and celebratory graphics familiar from apps and digital experiences. The campaign took a light, celebratory tone and leaned into Northwestel's distinct colour with more confidence than past expressions. The idea threaded through digital ads, radio spots, bus advertising, retail collateral, and email blasts.
