Ambitious To Do What?

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While walking home yesterday evening, I was caught off guard by a rather perculiar billboard at the Southwest corner of College and Bathurst. I've asked around and scoured the web, but I can't seem to find anything relating to this piece of what seems to be the beginning of a rather odd advertising campaign. Other billboards along the Gardiner that I assume must be part of the same series (same colour, same typeface) ask you also to BE INSPIRED and BE KEEN.

Any readers care to enlighten me?

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