Setting the record straight

Association des professionnels de la construction et de l'habitation du Québec

The Association des professionnels de la construction et de l'habitation du Québec (APCHQ) is a private non-profit organization with a mission to promote and develop the expertise of its 18,000 member businesses.

  • TV ads
  • Media strategy
  • Video shoot

    • Clearing the air

    Corrupt. That’s how the construction industry was perceived in Quebec following an official inquiry which left a swell of confusion, allegations and misconceptions in its wake. 

    As the industry body that represents stakeholders in the province’s residential construction community, the Association des professionnels de la construction et de l'habitation du Québec (APCHQ) had a duty to restore the reputation of its upstanding members.

    Camden developed an awareness campaign to remind the general public of APCHQ members’ major contribution to the construction and renovation industries in Quebec. It was driven by videos featuring real contractors, set to the track “Swimming” by Abel Korzeniowski.

    APCHQ Ad

    Tribute

    The campaign – launched on Quebec’s blockbuster Sunday primetime show Tout le monde en parle – showcased men and women working in different construction specialties on a wide range of small- and large-scale projects.

    It was a heartfelt tribute to Quebec’s builders – in the literal sense – packaged into a 60-second TV ad (and two 30-second versions).

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