On September 17–18, 2026, third-year students in Algonquin College’s Advertising and Marketing Communications Management program took on Boot Camp—a fast-paced challenge that’s been a program tradition for 24 years. Teams received their briefing from a real client, then returned just 24 hours later to pitch their full campaigns.
This year’s client, Happiness Habits 613, challenged students to showcase the appeal of its free events and attract a new audience of event-goers.
The winning team—Robert Osborne, Alex MacNeill, Evan Freer, Simon Taubman, and Jamel Bigras-Johnny—answered with “Don’t Like It. Live It.” Their campaign invited young adults to trade scrolling for showing up.
The team’s research uncovered a key audience insight: despite being highly connected online, young adults are seeking happiness through meaningful, face-to-face connections. This finding shaped their campaign concept and strategy, positioning Happiness Habits 613’s free events around belonging and shared experiences. They recommended digital marketing, public relations, and direct marketing to reach new audiences and encourage them to experience its events firsthand.
Boot Camp is just one of many hands-on projects with real clients throughout the Advertising program. From the first briefing to the final pitch, these experiences help students build the skills and confidence to turn audience insights into compelling campaigns. Learn more about the Advertising program.