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Feb 2020

Camden shines a light on Quebec’s order of language professionals

2019-2020 campaign spells out OTTIAQ benefits for both members and clients

The Ordre des traducteurs, terminologues et interprètes agréés du Québec (OTTIAQ) is a professional order with nearly 2,200 members. As a trusted voice in translation, interpretation and terminology in Quebec, Canada and abroad, the Order asked Camden to helm a 2019-2020 campaign for a boost in awareness and certifications.

Camden built its campaign around the tagline “Put some Order in your communications,” a play on words that names the advertiser and lays out a promise straight off the bat. The agency’s strategy operates on two fronts: 1) talk up the merits of certification to potential clients and employers, 2) drive non-members to become certified to meet ensuing market demand.

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Programmatic advertising and a strong presence on key Radio-Canada and La Presse platforms delivered high impact content to the business community in relevant digital contexts. The agency also designed lenticular posters to bring the campaign to life at OTTIAQ headquarters.

"We’re an ad agency – so words matter to us,” said John Dutton, VP Creation at Camden. “As stewards of our clients’ communications, we know that words can make or break a message, and online tools can cause more problems than they solve. Getting the campaign right – and supporting the work of certified language professionals – was something we took very seriously.”

“Camden found exactly the right words to make our professional order shine,” said Diane Cousineau, Certified Translator, MBA, and Executive Director of OTTIAQ. “The visuals are playful, elegant, and speak to the excellence displayed by our members across three professions. We’re really pleased!”

Credits :
Client : Émilie Bachelier, Diane Cousineau
Strategy : Mathieu Bédard
Creative direction : John Dutton
Client services : Valérie Fleury
Media strategy : Camille Poulin
Copywriting : John Dutton, Mathieu Chabot
Art direction : Fréderic Roy
Graphic design : Félix Crépeau