Skilled Trades Ontario
Case Study: A Lifestyle-driven Campaign
MANDATE
Digital Marketing Campaign
DELIVERABLES
- OOH
- Creative Ads
- Campaign Strategy
- Photography
- Videography
- Posters/Banners
DATE
2025
Key Insights
48M
impressions
147k
sessions
93.3
engagement rate
A lifestyle-driven digital campaign reframed skilled trades as a path to independence and success— connectingwith students and parents through cinematic visuals and split-screen storytelling.
The Challenge
Despite growing demand for skilled trades, many students and parents still hold outdated perceptions of these careers. STO needed a bold, modern campaign to shift mindsets—especially among youth and underrepresented groups—and highlight the lifestyle and financial benefits of skilled trades.
Our Approach
To shift perceptions and inspire action, we developed a split-screen creative concept that visually contrasted skilled trades in action with the lifestyle benefits they unlock. Each ad was tailored to resonate with either students or parents—pairing real tradespeople at work with scenes of independence, success, and freedom, like buying a home, traveling, or enjoying time with friends. We amplified the message through cinematic video, influencer storytelling, and a digital-first strategy that prioritized authenticity, relatability, and impact.
The Solution
We developed a high-impact, split-screen creative concept that visually contrasts on-the-job trade action with aspirational lifestyle moments—from buying a car or home to enjoying time with friends. Each ad was tailored to resonate with either students or parents, showing how skilled trades can lead to real-world freedom, stability, and success.
“The Apprenticeship Pays campaign has had a strong and successful start, thanks to the exceptional creative and strategic collaboration behind it. Skylar’s ability to craft compelling messaging and deliver impactful visuals has helped us connect with audiences across Ontario and elevate the value of skilled trades in a meaningful way. As we move into the fall phase of the campaign, we’re excited to continue building on this momentum. Working with Skylar has been a true partnership, and we look forward to many more successful projects together in the future.”
-Marisa Brennan, Skilled Trades Ontario
Related Work
VIEW ALL
