Skilled Trades Ontario

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Despite growing demand for skilled trades, many students and parents still hold outdated perceptions of these careers.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.