Canadian Union of Public Employees (CUPE)
2022
Design & Visual Identity
Strategy & Mobilizing
Canadian Union of Public Employees (CUPE)
With nearly 700,000 members across the country, the Canadian Union of Public Employees is the largest union in Canada. It defends the interests of more than 3 million workers in various sectors: health, education, social and public services, transportation and air services, communications, early childhood, municipalities…
The Projet
In June 2022, after two years without a collective agreement, the dealers at the Montreal Casino went on an unlimited strike to assert their rights in terms of working conditions and health. They called on Molotov, which then designed and deployed a large-scale campaign, set up in record time for the Grand Prix. The team joined forces to rework the slogan, conceptualize and produce a radio ad, develop a playful visual identity based on the theme of gambling that could be used on social networks and in a variety of promotional items, and design an informative microsite.
The health of workers, regardless of their sector of activity, must be of concern to everyone, the general public and managers alike. It is in any case for the Molotov team, which has mobilized all its talents for a WOW! result.
