LXB creates parental leave campaign
By Adnews Staff
LXB Communication-Marketing has created a magazine advertising campaign for the Commission des normes du travail to inform people in Quebec of their rights concerning parental and family leave. The ads are intended to educate viewers about changes to the law which came into force in January. The ads will run in Coup de Pouce and Protégez-Vous magazines in April. "From a creative standpoint, we had to find an eye-catching visual that would express without a doubt that times have really changed," said Daniel Gagnon, art director at LXB. "The unusual image of a young father with a feeding bottle in his jeans' back pocket reaches our goals. It speaks to all the population and even more to the female clientele. The message thus remains reliable and credible in its contents, while having an approach that makes us smile."