Spreading the love

Syndicat des professionnelles et professionnels municipaux de Montréal

Founded in 1965, the Syndicat des professionnelles et professionnels municipaux de Montréal (SPPMM) is a union representing 2,200 professionals working to improve Montrealers’ day-to-day lives.

  • Ad campaign
  • Facebook videos and Instagram stories
  • Media strategy
  • Motion design

    • It’s complicated

    Montrealers love Montreal. They hate Montreal. They love to hate Montreal. Or at least, that’s what our research suggested. Lucky for us, it also found that projects carried out by SPPMM members stoke the “love” in this “love-hate” relationship. The SPPMM needed an awareness campaign, and we knew just where to start.

    In their own words

    Camden proposed showcasing the SPPMM’s considerable contribution to city life in 15-second online ads that lend a voice to the people who gain the most from those projects—Montrealers themselves.

    Shot in the city’s Botanical Gardens and downtown entertainment district (known to locals as the Quartier des spectacles), these two short videos weave positive associations and give the union an awareness boost with a pinch of pride, a dash of belonging... and a whole lot of love.

    la Pensée rebelle

    “Our insight was solid, the messaging was on point, and the media strategy struck the right balance between data, expertise and creativity. We had everything in place to run an effective, well-targeted campaign.”

    Camille Poulin, VP Media and Partner

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