L’Itinéraire is much more than a magazine!

L’Itinéraire is much more than a magazine!

Using the theme “L’Itinéraire, c’est bien plus qu’un magazine” (L’Itinéraire is much more than a magazine), the community organization L’Itinéraire launched its new awareness campaign, created and produced by Montreal agency Upperkut.

With this poster-driven campaign, L’Itinéraire hopes to reach the general public and make it more aware of the number of services this not-for-profit organization offers. According to its general manager, Christine Richard, “The organization serves as a sort of lever for people. It offers a variety of services that help people get back on their feet.”

“Everyone has seen one of our magazine sellers and perhaps even bought the magazine, which is our most important tool,” explains Duffay Romano, head of operations and human resources for L’Itinéraire. “But we’re more than a magazine. L’Itinéraire is also social entrepreneurship, access to accommodation, proper nutrition, training programs, and income support. At L’Itinéraire, we take a global approach to solutions and hope.”

For Marc Desnoyers, director of client services at Upperkut, the agency was perfectly suited to bring this campaign to fruition. “We’re a socially involved agency,” he said. “We have never hesitated to associate ourselves to causes we take to heart. Obviously, with his campaign, we hope the public will give generously to L’Itinéraire.”

The campaign, which used backlit outdoor posters and printed posters, was deployed in the greater Montreal region.

To view a videoclip about the campaign, click here.

To make a donation:

About L’Itinéraire

The community group L’Itinéraire is a social organization that offers solutions for individuals who wish to evolve within society, and who have the will to undertake business projects on a human scale. L’Itinéraire empowers these people and helps them develop their ability to improve their financial and social condition by involving themselves in social economy projects. Participants in our projects are vulnerable individuals, both women and men, young and old, with low incomes or unemployed, many affected by social isolation, mental illness, or substance dependence.

First Nations are #ThirstyForJustice

First Nations are #ThirstyForJustice

The Public Service Alliance of Canada (PSAC) and the Grassy Narrows community took advantage of National Aboriginal Day on June 21, 2016 to launch a campaign demanding access to safe drinking water in First Nations communities.

The campaign, developed by the Upperkut advertising agency, aims to mobilize the Canadian public and force the federal government to once and for all fix the problem of safe drinking water in First Nations communities.

The heart of the campaign is centred around video content and interviews shot in the community of Grassy Narrows. For Marc Desnoyers, Upperkut’s Account Services Director, working on this campaign was enriching both on the personal and professional level. “We’re always proud of the campaigns we’re involved in. But when we feel that we, as communicators, are helping an important cause, we’re even more proud. This campaign really opened our eyes to the situation of aboriginals in Canada, and I hope that it contributes to open the eyes of many other people as well.”

The campaign will be disseminated on the Web and in social media. All material is available at

The campaign video is available here.

The mini-documentary shot for the campaign is available here.

Upperkut campaigns receive CALM awards!

Upperkut campaigns receive CALM awards!

The Public Service Alliance of Canada (PSAC) and Teamsters Canada both won major awards at the recent Annual Conference of the Canadian Association of Labour Media held on May 14, 2016 in Québec City. Upperkut is proud to have created, produced and deployed these important union campaigns.

During the CALM Awards Night that recognizes excellence in campaigns produced during the previous year, the “Vote to stop the cuts” campaign from the PSAC , as well as the Teamsters Canada campaign about beer in brown bottles both received awards.

Teamsters Canada received the award for the best short video created for the “Long live beer in brown bottles” campaign. This campaign, aimed at defending workers in Québec’s largest breweries and to encourage more economical and ecological beer consumption, generated more than 90,000 video views, 4 million Web impressions and 3 million radio impressions.

For its part, the PSAC was awarded the prize for best social media campaign as part of its “Vote to stop the cuts” campaign. Aimed at defeating Stephen Harper’s Conservatives during the last federal election, this impactful message resonated strongly with Canadians all across the country, garnering more than 5 million video views and generating more than 226 million Web impressions. This campaign was singled out by the press and influencers throughout the Web.

“We’re very happy that our union partners won these prizes,” noted Marc Desnoyers, director of client services at Upperkut. “It’s evidence of the quality of their work as communicators, and we’re proud to have helped in the strategic, creative and media-related aspects of these fine campaigns. It’s also an honour for a Quebec-based agency to have won awards for a pan-Canadian campaign executed in English and French.”

Long live beer in brown bottles!

Long live beer in brown bottles!

Teamsters Canada chose Upperkut to create and produce its latest campaign aimed at raising awareness about beer in brown bottles.

For Stéphane Lacroix, director of public relations for Teamsters Canada, a dialogue must be begun with the general public in Québec to raise awareness about the importance of making responsible choices when consuming beer.

“Brown beer bottles can be reutilized 17 times before being recycled. Contrary to aluminum cans, which too often end up in landfills, the brown bottle is a socially responsible and ecological container,” said Mr. Lacroix.

Mr. Lacroix indicated that the Teamsters chose Upperkut after a call for tenders because of the quality of the agency’s work, its proposed media strategy, its experience in public affairs and its knowledge of the union environment.

For Marc Desnoyers, director of client services at Upperkut, winning this latest mandate means that the agency has carved out an enviable position for itself among unions and other organizations wishing to have their voice heard in the public space. “Upperkut is an agency with a special expertise in public and social affairs. We’re proud to work together with clients who share our values of solidarity, social progress and environmental protection. Our objective is to allow organization that share these values to have access to communication strategies and creative product of the highest quality.

Quebecers can see and hear the campaign on the Web, on social media and on the radio during the holiday season.

Long live beer in brown bottles!

This Vendetta went on for years

For women who get their hair coloured in salons, a major irritant was that the colour faded too quickly. And Hell hath no fury like a woman whose colour has been scorned.

In 2007, Matrix launched a new line of products called Shade Memory that would prolong the colour of salon-coloured hair.

We tore our hair out to come up with a campaign that would really cut it with salon owners, hairstylists (especially at trade shows) and their clients.

What do women want most?