"The Right People for the Project": Behind TELUS’ Campaign Celebrating Youth and Canadian Creativity
With its far-reaching presence across Canada, TELUS is more than just a telecommunications giant—it’s a brand that deeply connects with communities from coast to coast. Their latest campaign, promoting the TELUS Friendly Future Foundation and its Student Bursary program, celebrates the impact of youth who are driving change across the country.
Directed by Sebastian Hill-Esbrand and featuring Montreal-based afro-pop artist Aiza, the ad captures the essence of youth empowerment, community, and creativity. Here, associate creative director and copywriter, Jimmy Wei speaks to LBB about how the campaign was crafted, from working with real bursary recipients to telling a story that feels distinctly Canadian.
LBB> This commercial is a celebration of youth and social impact, but it also seems like a platform to showcase Canadian creativity. How did you ensure that the creative elements—such as the direction, music, and casting—highlighted the unique talent and cultural vibrancy that Canada has to offer? What does it mean to you to be able to tell this story from a distinctly Canadian perspective?
Jimmy> What a great question! We didn't set out with a grand ambition to highlight Canadian talent; it was more a byproduct of choosing the right people for the project, with the talent and skills to help us tell this story authentically. Making it feel distinctly Canadian wasn't forced; it emerged naturally from the collaboration with talented individuals who embody the spirit of this country. As a spot for such an institutional Canadian brand, we're incredibly proud of how it showcases the country's unique cultural vibrancy.
LBB> The TELUS Student Bursary program is Canada's largest, supporting students who are making a social impact. How did you ensure that the visual storytelling, casting, and overall creative direction aligned with the larger mission of the TELUS Friendly Future Foundation?
Jimmy> The TELUS Friendly Future Foundation is such a fiercely optimistic organisation, and their mission to support and empower youth deeply informed our approach to the commercial. We always knew the students would be the face of the campaign. They embody the values of the TFFF so completely that our primary focus, once again, simply became telling their stories authentically. The overall creative direction - the music, the camerawork, and the narration - aimed to capture the hope that the youth represent and celebrate the potential of what’s to come.
LBB> The power of youth seems central to both the message and the process of this campaign. How did the agency’s approach to the creative process mirror this theme of empowerment? How did involving the students in scripting their own stories enhance the authenticity of the final spot?
Jimmy> Since we were already familiar with their stories through the bursary program, we wrote a script that roughly sketched out each student’s scene. We then met with them to discuss and develop their scenes in greater detail. They provided input from everything from the locations, down to the props. Like the way the prosthetic looks on the tablet in Sophia’s scene, or the detail of Adil putting together care packages in his scene. The students were involved in the creative process throughout, in order to depict their social impact initiatives and objectives as authentically as possible.
LBB> Sebastian Hill-Esbrand’s involvement as director is a key part of the campaign’s identity. What was it about his background and experiences that made him the ideal choice to lead this project?
Jimmy> After losing his mom at a young age, Sebastian spent his childhood in both Australia and the US, living with his dad and then his aunt. He discovered his passion for filmmaking by creating skate videos, eventually leading to film school in Vancouver. Sebastian is known for representing diverse and underrepresented communities on screen, and he has received accolades like the Cannes Young Director Award and The One Club's Colorful competition for BIPOC creatives. He actively mentors up-and-coming Black filmmakers and sees his role as a way to inspire others who share similar backgrounds.
Sebastian was the right person to direct because his life story - navigating a turbulent upbringing, one that mirrors many of our students’ - gave him a unique understanding of the challenges facing young people, particularly those from marginalised communities. Ultimately, he won us over with his passion for showcasing diverse stories and his commitment to mentorship demonstrates his dedication to empowering the next generation.
LBB> Music plays a significant role in this commercial, with the inclusion of Montreal-based artist Aiza's afro-pop track. How and why did you select Aiza’s music for the spot, and what was the process like working with her to tailor a version for Quebec audiences?
Jimmy> The right music was crucial for the spot. We specifically sought an up-and-coming Canadian artist whose work resonated with the themes of empowerment and youthful energy. Aiza's afro-pop track immediately stood out. The energy was infectious with a self-empowerment message woven throughout her lyrics. The fact that she's a Montreal-based artist and also spoke French was a bonus (we weren’t aware when we chose the song.) Aiza was a fantastic collaborator throughout the process, and graciously provided us with different French translations and recordings of her lyrics for our edit. We didn’t have to revert to an instrumental version (or an alternate stock track) for the French audience. This allowed us the luxury of creating the strongest version of our spot for the Quebec market, which was a real, and rare, treat.
LBB> The campaign focuses on youth who are already making a significant social impact. How did you balance showcasing their achievements with making sure their stories felt relatable to the broader student audience, who may aspire to have a similar impact in their own communities?
Jimmy> Another great question! The balance comes from the tension between what we’re seeing and what we’re hearing from the narrator. The initiatives we depict - a LGBTQ+ rally, a welcome event for Newcomers, a medical technology project - are all realistic initiatives most students can pursue today (or maybe already know someone personally who’s involved). While the narration “imagines” a future where it becomes the norm.
We also present the bursary not just as a reward for achievement, but as a resource that can support any student to make a difference. Everyone has the potential to contribute to a better future, especially youth. We hope students who watch it are left with the feeling: "If they can do it, so can I, and Telus is there to support me”.
