TFS – Canada’s International School – Launched a Campaign that Dares to be Hopeful

Curious Public and Aubs & Mugg Team Up on Eye-Catching Creative

Toronto, ON, February 5, 2025 – TFS – Canada’s International School – has launched Can’t Wait!, an ambitious campaign to raise $40 million to build state-of-the-art learning centres and opportunities for students at Canada’s premier co-ed bilingual independent school.

The multi-channel campaign was created by marketing and branding agencies Curious Public and Aubs & Mugg. It paints a hopeful, energetic picture of how TFS students can be the thoughtful, insightful leaders our world needs. Can’t Wait! is about TFS’ unwavering optimism, energy and anticipation for the future on behalf of its bilingual students.

“At a time when the future seems uncertain, TFS is boldly and confidently predicting their students will make a positive impact, and that’s something we wanted to get behind,” says Curious Public President and Narrative Lead Lloyd Rang.

“At a time when the future seems uncertain, TFS is boldly and confidently predicting their students will make a positive impact, and that’s something we wanted to get behind,” says Curious Public President and Narrative Lead Lloyd Rang. “They believe that this generation will be the hearts and minds that will help make the world a better place for all of us. That’s a radical, disruptive message of hope that we support. And this campaign wonderfully captures that energy through the voices of TFS kids.”

The $40 million raised through Can’t Wait! will build labs, classrooms, an auditorium, music studios and an athletic wing across the school’s Toronto and Mississauga campuses. It will also help expand the TFS Entrance Scholarship Program that gives a life-changing education to promising students facing financial barriers.

The campaign’s tone and message convey exuberance and breathless excitement. At the same time, the visuals are confident and sophisticated. The artwork’s high-saturation versions of the school’s colours are juxtaposed with striking typography and photography featuring TFS students in a bold and honest editorial style. This creates a campaign that is striking and grounded at the same time. Can’t Wait! is amplified across digital and traditional channels, paid media and brand activations.

“This campaign perfectly aligns with our strategic vision at TFS,” said Norman Gaudet, Head of School.

“Campaigns for capital projects are an exciting brand challenge,” says Aubs & Mugg Creative Director Matthew Aubie. “You need to capture donors’ attention without changing the brand’s core promise. ‘Can’t Wait!’ successfully walks that line because our strong partnership with TFS leadership and staff ensures all the messaging and creative was inspired by their legacy and insights.”

“This campaign perfectly aligns with our strategic vision at TFS,” said Norman Gaudet, Head of School. “Our students are extraordinary, and we wholeheartedly believe in their ability to lead and innovate in a complex and evolving world. ‘Can’t Wait!’ reflects our commitment to equipping them with the tools, spaces and confidence they need to thrive. This campaign is a powerful statement of hope and excitement for the remarkable leaders they are destined to become.”

For more than 60 years, TFS has cultivated globally minded students who are prepared to make a positive impact on the future. The school continues that track record by helping students confidently navigate a rapidly changing world through STEAM education, building a holistic relationship with the planet through applied earth sciences and developing self-confidence and resilience by prioritizing student mental health and wellbeing.

Visit tfs.cantwait.ca/ to learn more about this campaign.

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About Curious Public Content and Insights
Curious Public Content and Insights is a leading marketing and communications firm specializing in strategy, narrative development, issues management and media training. Curious creates compelling, tailored content and offers specific, strategic advice for organizations that want to stand out.

About Aubs & Mugg Inc.
Aubs & Mugg Inc. is a brand and design studio based in Toronto, Ontario, dedicated to crafting compelling and authentic brand experiences that resonate deeply with audiences.

About TFS – Canada’s International School
TFS – Canada’s International School is a bilingual, co-educational and non-denominational independent school for students from age two to university entrance, with campuses in Toronto and Mississauga. TFS teaches the curricula of France and Ontario through the framework established by the IB programs, offering an experience that is rich in challenge, diversity and opportunity.

Media Contact:
Anne Marie Aikins
Media Relations Associate
Curious Public
416-728-4873
annemarie@curiouspublic.com