The Watch

Digital Storytelling

The Canadian Labour Congress (CLC) had been fighting for a better public pension plan for years and decided it was time to create a compelling campaign to speak to Canadians and get them to support the expansion. The CPP had not been expanded in over 50 years and the CLC wanted to change that through a content-driven campaign targeted at not only baby boomers, but also millennials.


Video Production

To connect with the audience in an emotional way, we created a 30-second TV commercial showing the effects of an insufficient pension plan on a retiring man. This award-winning commercial was part of a diverse digital and social media content marketing program that also included a seven-part documentary series we created that traveled across the country talking to Canadians about retirement. In the end the commercial and marketing program helped the CLC win a better CPP for all Canadians.