Campaign details

Brand: Hydro-Québec
Brand owner: Hydro-Québec
Lead agency: Touché!
Contributing agencies: Lg2, Cossette
Country: Canada
Industries: Energy & water suppliers
Media channels: Competitions & contents, Content marketing, Email marketing, Online display, Online video, Public relations, Social media
Budget: Up to 500k

Executive summary

Québecers who witnessed utility company Hydro-Québec's birth in the 1960s take great pride in this collective undertaking. However, this feeling has eroded over the decades. For younger generations, Hydro-Québec is simply 'another bill to pay'.

This campaign aimed to increase understanding among youths aged 18-34 of Hydro-Québec's extraordinary accomplishments. Another objective of the campaign was to increase engagement among Hydro-Québec's 20,000 employees.