A seat at the table for international students

Sandbox collaborated with EduCanada, a partnership between Global Affairs Canada and Canadian provinces, to refresh its creative strategy for recruiting international students. The aim was to shift from traditional testimonials to an entertaining, content-first approach. We produced "A Taste of Canada," a live-action studio-style series where five international students gather for a potluck dinner. While trying Canadian classics, the students discuss their authentic experiences living, studying, and finding employment in Canada. This format leverages popular YouTube trends to meet consumers where they are, integrating key messages subtly to build emotional and humourous connections. The project deliverables included a 10-minute studio-style video, individual student spotlights, and dynamic social media cutdowns. By blending relatable narratives with strategic storytelling, the campaign promotes Canada as a desirable destination for education and career success.