Partnering to promote the UWill Discover undergraduate research conference was a natural fit for his advertising company, says Conor Holowaschuk, co-founder of Eigen Ads.

The third-year electrical engineering student was on hand Monday for an unveiling of three cars from the fleet of Motor City Chrysler, bearing vinyl decals advertising the conference, set for March 31 in the CAW Student Centre.

“Our business model is to allow people to transform their vehicles into money-making machines,” says Holowaschuk. “It’s a way for local brands to connect with their community.”

That community spirit moved him to join the campaign to drum up interest in UWill Discover, which will showcase the research, ideas, inventions and creativity of more than 70 students representing every faculty and department. The cars will be positioned across campus in the lead-up to the conference.

Now in its third year, the conference encourages students to develop deeper and broader connections between the classroom, the lab, and the working world, says chair Simon du Toit. Find details, including a full program, on the UWill Discover website.