{"id":15217,"date":"2025-10-21T21:13:08","date_gmt":"2025-10-21T19:13:08","guid":{"rendered":"https:\/\/moonstruhk.ca\/?p=15217"},"modified":"2025-10-21T22:50:51","modified_gmt":"2025-10-21T20:50:51","slug":"giving-a-new-breath-to-aerospace","status":"publish","type":"post","link":"https:\/\/moonstruhk.ca\/en\/giving-a-new-breath-to-aerospace\/","title":{"rendered":"GIVING A NEW BREATH TO AEROSPACE"},"content":{"rendered":"

In Qu\u00e9bec, 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.<\/p>\n

Although rich in know-how and promising careers, it is facing a major challenge: not enough people to keep it flying.<\/strong><\/p>\n

By 2035, more than 25,000 positions will need to be filled in the aerospace sector.<\/p>\n

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.<\/p>\n

THE MANDATE<\/b><\/h2>\n

Under the leadership of Pierre Pilon and Mario Sabourin, CAMAQ entrusted Moonstruhk<\/strong><\/em> with the mission of completely rethinking the way the industry presents itself to the public.<\/p>\n

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

\"\"<\/p>\n

THE THINKING<\/b><\/h2>\n

The analysis carried out by Hugo Fournier and Hugo Morin at Studio 15 %<\/strong><\/em> identified a central issue: the sector\u2019s discourse had become frozen in a logic of prestige.<\/p>\n

The industry spoke about itself \u2014 about its airplanes, about its numbers \u2014 but struggled to resonate with the people who would ensure its future.<\/p>\n

The repositioning was therefore built around a strong idea:<\/p>\n

\u201cWith your mind and your hands, shape the future of air mobility.\u201d<\/i><\/b><\/h1>\n

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<\/p>\n

\u201cmanual intelligence.\u201d<\/strong><\/h1>\n

\"\"<\/p>\n

THE CREATION<\/b><\/h2>\n

From this thinking was born D\u00e9placer de l\u2019air<\/em>, a campaign carried by a proud, human and accessible tone.<\/p>\n

At the heart of the program: Hymne aux ent\u00eat\u00e9s<\/em>, a manifesto film conceived by Guillaume Ferron and directed by Jean-Christophe Pelchat (Jaycee) and F\u00e9lix Simard-Tanguay.<\/p>\n

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.<\/p>\n

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.<\/p>\n

<\/p>\n

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