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LePage, a leading brand, is launching a campaign this fall to emphasize the importance of trades and address the impending knowledge gap in the industry. This new strategic creative platform was created in collaboration with its agency of record.
With 20% of construction workers in Canada nearing retirement, LePage sought to forge an emotional bond with tradespeople of all ages, positioning itself as the connection between generations of professionals. To this end, they launched LePage Pro Support, a campaign that shares valuable insights from seasoned experts at every opportunity. The centerpiece of this initiative is the first-ever boots that convey genuine knowledge from retiring trades workers with each step.
“We have a real opportunity at LePage to evolve our brand platform “Works.Period.” and re-introduce ourselves to construction pros both old and new, said Omera Sherwani, Senior Brand Manager for LePage. “We’re really proud of this campaign, by inviting seasoned pros to impart their knowledge to the next generation we’re really attempting to cement their legacy within the industry. And, ultimately reinforcing that LePage is that generational glue for construction workers.”
LePage Pro Support campaign launched September 16 in English, with French following later in September and aims to pass down seasoned pro advice at every touchpoint. The landing page invites trades to submit their own advice and then throughout the campaign casting real pros and apprentices for those authentic reactions to the footprints with advice.
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