LePage Adhesive Campaign Mentors Trades One Step at a Time

Iconic brand and category leader LePage returns this fall with a campaign to remind Canadians just how important the trades are, and the knowledge gap the industry is about to experience. The new strategic creative platform was developed in partnership with Dentsu Creative Canada.

Emma Wathan, creative director, Denstu Creative said about the campaign, “With 20% of construction workers set to retire, LePage aimed to create an emotional connection with trades workers of all ages by being not only the glue for homes but the glue between generations of construction pros. Introducing LePage Pro Support, a campaign that passes down seasoned pro advice at every touchpoint. For the hero piece of the campaign, we created the first ever boots that pass along real knowledge from real retiring trades workers, with every 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 16th 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.