I’ve worked on a number of strategy and copywriting projects for Simon Fraser University (SFU), partnering with a couple of different agencies. But none shows off my copywriting chops better than their viewbooks. Viewbooks are the annual student recruitment print pieces that universities and colleges create to tell the story of the institution and attempt to convince prospective students to choose them. I’ve written a few viewbooks in my day, and this “Day One” viewbook from SFU is probably my favourite. The concept – Day One – allowed me to have some fun with storytelling, drawing on that long-ago-but-still-familiar-first-day-of-school feeling. Rumour has it that SFU told Kaldor my first-version copy was the ‘tightest’ first draft they’d ever seen. Well, shucks.