Feast Reminds Canadians That the World Around Them Is Made by Skilled Trades

Toronto creative agency Feast, in partnership with Employment and Social Development Canada, has launched an inspirational campaign reminding Canadians that the world around them has been built by the trades.

The ‘Made By Skilled Trades’ campaign aims to inspire youth to consider a career in the trades through a message that is as simple as it seems—look around, the world around you is made great by tradespeople.

The campaign is centred around a 30-second digital spot focusing on three young tradespeople as they travel to work and experience the world around them. The spot begins with a question: ‘What do you see when you look around?’ and answers that question with a flurry of visuals representing some of the many things made possible by the trades.

Building on the 30-second spot, the campaign uses OOH ads, social media, and a travelling XM activation to show young Canadian youth how rewarding a career in the trades can be.

“We aimed for natural, honest visuals that showcase the impact of tradespeople’s work in everyday life,” said Feast creative director Ante Kovac. “For the OOH, we took ‘MADE BY SKILLED TRADES’ and placed it on buildings, bridges, and other structures that wouldn’t exist without tradespeople.”

​Audiences can see this campaign live across Canada on Connected TV, out-of-home, and various digital and social platforms.