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SNC-Lavalin breaks national campaign

Montreal-based engineering and construction firm SNC-Lavalin has begun a national campaign featuring the tagline, "Proud to build what matters." Developed by Cossette, the campaign consists of a 60-second television commercial and a website at <>. The creative focuses on the pride felt by the company's 40,000 employees in the things they have built, and on the 100-year history of the firm. The website invites employees to declare their pride in specific projects with which they have been involves. Additional elements include internal signage, online ads and print ads, as well as social media activities managed by Citizen Optimum.

"SNC-Lavalin is first and foremost about men and women who believe in what they do and who, more often than not, work outside of the limelight," said Erik Ryan, executive vice-president of marketing, strategy and external relations at SNC-Lavalin. "With this campaign, we wanted to put these people at the heart of our message because they are the real driving force. We owe our success to them."

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