Brand Building Campaign

TVO’s “Discover Your 2.TVO” campaign repositions TVO as a modern, transformative force for all Ontarians through both education and passive learning. Built on the insight that Ontarians often underestimate the relevance and impact of TVO until they engage with its products and services, the campaign invites audiences to find the version of themselves unlocked by their unique interests paired with TVO’s content and learning tools and supports.

Through a series of humorous, visually inventive video spots - including a teen who (after getting tutoring on the Mathify platform) transforms into Einstein before his mother’s eyes while confidently explaining how to solve a math problem, and a man who slowly becomes a seafarer reminiscent of the most interesting man in the world after watching TVO documentary Great Lakes Untamed - the campaign uses literal transformation to symbolize personal growth.