2025 Winner
GoldBest in Niche Targeting
SilverBest in Durable Goods
SilverBest Launch/Relaunch
Henkel
"Building Stronger Bonds"
UM + Dentsu
"Building Stronger Bonds"
UM + Dentsu
An adhesive and sealant brand for professionals, LePage Pro was known by name but not felt by heart.
After years of product-led advertising, the brand had lost emotional relevance with younger tradespeople entering a shifting workforce.
While LePage Pro held strong equity with seasoned pros, top-of-mind awareness and affinity were fading fast with the next generation. With 20 percent of tradespeople set to retire in the next decade, the risk was clear: LePage Pro could lose its place on the jobsite and in the cultural conversation.
The agency needed to make the brand feel human again. Not just a product that holds materials together, but one that helps hold the trade community together. Their objectives were to rebuild relevance and connection with next-gen trades (ages 18 to 34), and increase brand preference, consideration, and familiarity. Generate earned attention and drive high-quality CRM growth.
Most people saw LePage Pro as glue. They saw an opportunity for the brand to be something bigger.
Across Canada, veteran tradespeople were leaving the jobsite, taking decades of experience with them.
At the same time, rookies were showing up with little support and even less mentorship. These younger trades were not looking for a sales pitch. They wanted someone who had their back. Someone who understood the pressure, the pride, and the grind of building something that lasts.
They set out to use media to reframe LePage Pro as a true connector. Not just a product, but a brand that brings the trades together across generations — a bridge between experience and ambition.
Their strategy was simple, yet powerful: create a platform called Pro Support to help pass down real jobsite knowledge from seasoned pros to the next generation. They would show up in spaces they trust, speak in the tone they respect, and offer real tools and advice they could use. LePage Pro would become more than a name on a shelf. It would become a brand that belongs on the jobsite for years to come.
The agency knew the message had to land where the trade community actually lives: on the jobsite. Wild postings were strategically placed at high-traffic construction zones and industry hubs, transforming ordinary walls into touchpoints that felt authentic to the workday. They integrated throughout the campaign the most iconic symbol in the trades, ‘the work boot’. This wasn’t advertising from the outside, it was a campaign built into the environment of the pros themselves.
From there, they carried the story forward across screens. Retargeting strategies connected OOH to OLV and CTV, ensuring the message stayed top of mind through multiple touchpoints.
Interactive CTV units invited pros to go deeper, exploring content at their own pace rather than being talked at. They used Meta to extend the idea into social environments, sparking organic buzz and peer-to-peer conversation.
Together, the pieces created a seamless, interactive journey that resonated with both seasoned and next-gen construction pros, building connection across generations and reinforcing the brand as a trusted partner on and off the jobsite.
Pro Support didn’t just repurpose traditional tactics; it reimagined how a heritage brand could effectively engage a brand-new workforce.
The agency embedded mentorship into media. Wild postings were more than posters; they carried pro tips and wisdom from veteran tradespeople, literally turning the city into a classroom for the next generation. They collected real quotes and life advice from pros and pressed them into the soles of custom steel-toe boots. These weren’t just boots. They were mentorships you could walk in. A literal way to follow in the footsteps of those who came before you. Representing a unique media activation first.
They transformed CTV from a passive channel into an active learning tool. With interactive units, pros could explore deeper content, job site advice, and brand resources, an engagement model rarely used in the construction space.
By connecting OOH, campus activations, CTV, and social through retargeting, the agency created a continuous mentorship loop — reaching rookies at the jobsite, keeping them engaged at home, and sustaining conversations in their digital communities.
For a category long reliant on functional product demos, this was a brilliant new way of using media: not to sell harder, but to connect deeper.
Their category-disrupting Pro Support platform delivered exceptional results for both brand and business.
The campaign delivered outstanding gains in brand equity and consideration. Brand preference rose by an incredible 16 points, exceeding benchmarks, while overall consideration climbed 27 points. Among 25-to-34-year-olds, consideration surged by an impressive 39 points, and brand familiarity increased by 10 points.
The results also reflected phenomenal reach and consumer response. The campaign generated 160 million OOH impressions across key Canadian markets and earned 103 media stories spanning trade, local, and national publications. It drove over 100,000 visits to the campaign hub and added 400 qualified professionals to the CRM for ongoing brand engagement.
Pro Support reintroduced LePage Pro as more than just a product name. It became a brand rooted in mentorship, pride, and purpose, ready to lead the category into the next generation of trades.
After years of product-led advertising, the brand had lost emotional relevance with younger tradespeople entering a shifting workforce.
While LePage Pro held strong equity with seasoned pros, top-of-mind awareness and affinity were fading fast with the next generation. With 20 percent of tradespeople set to retire in the next decade, the risk was clear: LePage Pro could lose its place on the jobsite and in the cultural conversation.
The agency needed to make the brand feel human again. Not just a product that holds materials together, but one that helps hold the trade community together. Their objectives were to rebuild relevance and connection with next-gen trades (ages 18 to 34), and increase brand preference, consideration, and familiarity. Generate earned attention and drive high-quality CRM growth.
Most people saw LePage Pro as glue. They saw an opportunity for the brand to be something bigger.
Across Canada, veteran tradespeople were leaving the jobsite, taking decades of experience with them.
At the same time, rookies were showing up with little support and even less mentorship. These younger trades were not looking for a sales pitch. They wanted someone who had their back. Someone who understood the pressure, the pride, and the grind of building something that lasts.
They set out to use media to reframe LePage Pro as a true connector. Not just a product, but a brand that brings the trades together across generations — a bridge between experience and ambition.
Their strategy was simple, yet powerful: create a platform called Pro Support to help pass down real jobsite knowledge from seasoned pros to the next generation. They would show up in spaces they trust, speak in the tone they respect, and offer real tools and advice they could use. LePage Pro would become more than a name on a shelf. It would become a brand that belongs on the jobsite for years to come.
The agency knew the message had to land where the trade community actually lives: on the jobsite. Wild postings were strategically placed at high-traffic construction zones and industry hubs, transforming ordinary walls into touchpoints that felt authentic to the workday. They integrated throughout the campaign the most iconic symbol in the trades, ‘the work boot’. This wasn’t advertising from the outside, it was a campaign built into the environment of the pros themselves.
From there, they carried the story forward across screens. Retargeting strategies connected OOH to OLV and CTV, ensuring the message stayed top of mind through multiple touchpoints.
Interactive CTV units invited pros to go deeper, exploring content at their own pace rather than being talked at. They used Meta to extend the idea into social environments, sparking organic buzz and peer-to-peer conversation.
Together, the pieces created a seamless, interactive journey that resonated with both seasoned and next-gen construction pros, building connection across generations and reinforcing the brand as a trusted partner on and off the jobsite.
Pro Support didn’t just repurpose traditional tactics; it reimagined how a heritage brand could effectively engage a brand-new workforce.
The agency embedded mentorship into media. Wild postings were more than posters; they carried pro tips and wisdom from veteran tradespeople, literally turning the city into a classroom for the next generation. They collected real quotes and life advice from pros and pressed them into the soles of custom steel-toe boots. These weren’t just boots. They were mentorships you could walk in. A literal way to follow in the footsteps of those who came before you. Representing a unique media activation first.
They transformed CTV from a passive channel into an active learning tool. With interactive units, pros could explore deeper content, job site advice, and brand resources, an engagement model rarely used in the construction space.
By connecting OOH, campus activations, CTV, and social through retargeting, the agency created a continuous mentorship loop — reaching rookies at the jobsite, keeping them engaged at home, and sustaining conversations in their digital communities.
For a category long reliant on functional product demos, this was a brilliant new way of using media: not to sell harder, but to connect deeper.
Their category-disrupting Pro Support platform delivered exceptional results for both brand and business.
The campaign delivered outstanding gains in brand equity and consideration. Brand preference rose by an incredible 16 points, exceeding benchmarks, while overall consideration climbed 27 points. Among 25-to-34-year-olds, consideration surged by an impressive 39 points, and brand familiarity increased by 10 points.
The results also reflected phenomenal reach and consumer response. The campaign generated 160 million OOH impressions across key Canadian markets and earned 103 media stories spanning trade, local, and national publications. It drove over 100,000 visits to the campaign hub and added 400 qualified professionals to the CRM for ongoing brand engagement.
Pro Support reintroduced LePage Pro as more than just a product name. It became a brand rooted in mentorship, pride, and purpose, ready to lead the category into the next generation of trades.
Credits
HenkelOmera Khan Sherwani, Senior Brand Manager
Frank Ziegler, Brand Marketing Director
Ally Lu, Manager, Digital Marketing & Analytics
UM
Lekha Arumugam, Manager, Connections Planning
Emily Jones, Senior Director, Connections Planning
Sebastian Cortes, Associate Director, Social
Tulika Sinha, Campaign Manager, Social
Emre Ekmekcibasi, Associate Director, Programmatic
Dentsu Creative
Emma Wathan, Creative Director
Scott Tavener, Executive Creative Director
Karishma Wadia, Copywriter
Michelle Meng, Art Director
Logan Cipparone, Design Director
Patrick Henderson, Group Strategy Director
Isabella Iannetta, Senior Strategist
Sam McCall, Strategist
Josie Daga, VP, Client Engagement
Terri Dietrich, Account Director
Sanda Fischer, Account Supervisor
Rob Lazar, Broadcast Director
Cynthia Cyr, Executive Producer
AJ Edmonds, Producer
Raj Bhalsod, Print Director
Kevin Aiello, Senior Production Artist
Akbar Ahmad, Art Director
Luke Avoledo, Content Creator
Sherie Provost, Content Creator
Alycia Kosonic, Content Creator
Ella Cho, Community Manager
Tag Studio
Mallory Robbins, Editor
Heidi Burbela, Executive Producer
Madison Cawker, Post Production Supervisor