In Québec, you can build an airplane from A to Z. A rarity. However, this industry, one of the most beautiful in the world, has lost some of its lift.

Although rich in know-how and promising careers, it is facing a major challenge: not enough people to keep it flying.

By 2035, more than 25,000 positions will need to be filled in the aerospace sector.

The industry, rich in know-how and real careers, suffers from a lack of newcomers and a deeply rooted perception of elitism. For the CAMAQ, it was time to rekindle the flame, to speak differently about the field, and to show that aerospace is much more than rockets and pilots.

THE MANDATE

Under the leadership of Pierre Pilon and Mario Sabourin, CAMAQ entrusted Moonstruhk with the mission of completely rethinking the way the industry presents itself to the public.

To achieve this, Moonstruhk built a team of allies: Studio 15 % for strategy and Caserne for identity and design. A collective formed for a single reason: to put the human being back at the heart of the industry.

THE THINKING

The analysis carried out by Hugo Fournier and Hugo Morin at Studio 15 % identified a central issue: the sector’s discourse had become frozen in a logic of prestige.

The industry spoke about itself — about its airplanes, about its numbers — but struggled to resonate with the people who would ensure its future.

The repositioning was therefore built around a strong idea:

“With your mind and your hands, shape the future of air mobility.”

A manifest phrase that reconnects head and hands, intellect and craftsmanship. A promise that celebrates as much talent as rigor, and that redefines what we mean by

“manual intelligence.”

THE CREATION

From this thinking was born Déplacer de l’air, a campaign carried by a proud, human and accessible tone.

At the heart of the program: Hymne aux entêtés, a manifesto film conceived by Guillaume Ferron and directed by Jean-Christophe Pelchat (Jaycee) and Félix Simard-Tanguay.

The film features characters inspired by the real workforce of the sector: people who build, repair, assemble and innovate, far from the usual institutional tone.

The staging is sensitive, the cinematography set at human level, and every shot conveys the pride of working in a field that demands both the head and the heart.

THE IDENTITY

Caserne signed a visual identity that fully embraces the sector’s duality: technical yet accessible, industrial but warm.

An aesthetic inspired by the tarmac, metal and sky, where rigor meets pride.

The identity spans all media: TV, web, outdoor signage, social, and even reaches schools where the campaign comes alive through immersive, adaptable pieces.

THE HUB: deplacedelair.ca

To turn interest into action, the campaign is anchored in deplacedelair.ca, a digital hub conceived by Studio 15 %, Moonstruhk and Bleu3.

Here you can discover over 80 aerospace jobs, training pathways, testimonials and concrete bridges to employment.

A site designed to bring together, inform and inspire, while becoming the official voice of the sector’s professions.

In parallel, the documentary series Les visages de l’aérospatiale, produced by Production AIM’s Julie Aim and Nadia Gilbert, extends the message with four episodes filmed between Montréal and Paris.

These sincere and inspiring portraits humanize the campaign and make you want, regardless of your age, to consider a career in the industry.

THE DEPLOYMENT

The campaign was rolled out on a large scale across Québec: TV, web, outdoor signage and social content.

The message remained the same everywhere:

Working in aerospace is possible, it’s rewarding, it’s valued, and above all, it’s not reserved for an elite.

A STORY OF TRUST

For Pierre Pilon, this campaign is above all a story of trust.

The trust of giving creative freedom to a multidisciplinary team to capture the pride of a sector that for too long talked about its airplanes without talking about its people.

Déplacer de l’air celebrates the next generation, talent and the obstinacy of those who move Québec forward — both feet on the ground.