LePage’s latest campaign is giving advice to an evolving workforce demographic that now includes more women and newcomers to Canada.

“LePage Pro Support” is the latest campaign from the Canadian brand, which produces DIY sealants and adhesives. The campaign includes a hero spot depicting a drywall apprentice reading advice imprinted into the sawdust from a work boot, with the tagline that 20% of construction workers are set to retire. That number comes from a study conducted by Buildforce Canada, which provides data to the construction industry.

“The challenges we face stem from the expected demographic shifts in the Canadian construction market,” Omera Sherwani, senior brand manager at LePage, tells strategy, adding the shift is including more newcomers and women. “LePage Pro Support presents us the unique opportunity to honour our experienced pros by giving them a platform to pass on their advice, while inviting new pros to benefit from it, and engage with LePage in a meaningful way.”

The primary target audiences are seasoned Canadian construction workers and the next generation entering the trades.

Emma Wathan, creative director for agency partner Dentsu Creative Canada, tells strategy LePage is attempting to speak to the industry on a more emotional level, compared to a product level.

“LePage is a brand with a legacy of almost 150 years in Canada and takes a lot of pride in being a brand designed for Canadian conditions,” Wathan says. “Now we are evolving into being a brand that is designed for generations of construction pros in Canada.”

The LePage Pro Support campaign launched this fall in English and French and runs until Dec. 9. The landing page invites trades to submit their own advice and then, throughout the campaign, will cast real pros and apprentices for authentic reactions to the advice.

LePage is taking 360-campaign activation approach, incorporating traditional digital media activation, Connected TV, OOH, social and an in-store activation package. The brand is also bringing the message to pro facing trade shows and will be hosting an event at a trade school in October.

UM Canada is taking care of media and Harbinger is leading PR.