Camden keeps things local with Plateau campaign
After winning a pitch earlier in the year, Camden’s online ‘shop local’ campaign for Montreal’s famous Plateau borough has boosted visibility and appreciation for the Plateau’s commercial development corporations and a collection of merchants’ associations.
The Share the Plateau love! slogan created by Camden also doubles as an engaging call-to-action for a social marketing campaign that features short self-filmed videos of local merchants describing their love for the neighbourhood and its residents. 15- and 30-second versions were edited in-house at Camden to produce social media and pre-roll ads in a variety of formats.
“Buying local isn’t just a powerful driver of employment and social and economic development, it’s also about close ties between residents and business owners,” stated Félix Major, Camden’s VP, Business Intelligence. “This is why we chose to promote people and their stories in an authentic, positive and welcoming way.”
The straightforward, heartwarming campaign would not have been possible without funding from the Plateau-Mont-Royal borough and the Caisse Desjardins du Mont-Royal.
“We’re delighted to have asked Camden to work on this ‘shop local’ campaign – they really poured their heart and soul into it,” commented Alicia Geraci, communications officer for the Saint-Denis commercial development corporation. “What’s extra cool is that Camden is itself a Plateau business, making the agency an integral part of the neighbourhood ecosystem. Investing their own time into producing this campaign means that they’re giving back to their own community.”
Client: Les Sociétés de développements commercial et associations de commerçants du Plateau-Mont-Royal
Creative direction: John Dutton
Account management: Valérie Fleury, Suzanne Lemelin
Media strategy: Camille Poulin
Copywriting : Mathieu Chabot, Susannah Rubin
Art direction: Fred Roy
Editing: Éva Ducharme
Audio: Jean-David Perron, Supersavant