Wednesday, January 20, 2010

Working for the working man (and woman)

Since last June, we've been working with Human Resources and Skills Development Canada to help them get out the message of what help Canada's Economic Action Plan has for workers in industries at risk, the recently unemployed, people entering the workforce, the self-employed, and business owners.

Even though Canada is gradually emerging from the recession (we fared much better than the U.S.), the global economic situation has disrupted the lives and livelihoods of many Canadians. This ad lets them know some of the measures that are out there to offer them financial assistance now, and skills training for a new career.

We filmed this back in November, at a venerable Quebec steel mill called Les Forges de Sorel, as well as at an aeronautics school in Montreal.

The steel mill was the most dramatic location I've ever shot in. Quickly built at the very beginning of World War II, it became a key artillery manufacturer for the Allied forces.

Today, supplies custom forged steel materials for heavy machinery, power generation, pulp and paper, steel processing, and mining and petrochemical industries. But on November 17, it served as a generic heavy industry exterior, played itself as a steel mill, was a millwright's shop, and a factory lunch room.

Les Forges was also the recipient of Economic Action Plan assistance, taking advantage of the work sharing program to reduce layoffs. And they were some of the most gracious and patient hosts we've ever had the pleasure to work with.

Want to know more about the shoot? Check out our full behind-the-scenes photo album on Facebook.

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