LePage: Pro Support
LePage was a brand known by pros but not felt by the next generation of tradespeople. With 20% of Canada’s construction workers retiring, their knowledge was going to leave the site with them. So LePage wanted to build relevance with the next generation by becoming the glue that brought them together.
We gathered advice from Pros and printed them on work site boots, so that with every step they take, they leave their knowledge behind.
We created a microsite that connected pros and apprentices for mentorship opportunities and also housed real advice from real pros.
Awards:
Strategy Media Innovation Award:
Gold Best in Niche Targeting
Silver Best in Durable Goods
Silver Best Launch/Relaunch
Credits
Art Director: Michelle Meng
Content Creator: Luke Avoledo
Creative Director: Emma Wathan
Executive Creative Director: Scott Tavener