Old Brewery Mission unveils new employer brand

It is in this context of developing its operations that the Old Brewery Mission is launching a new recruitment campaign under the slogan “Daring to believe in each journey. No exceptions.”

The Old Brewery Mission worked with several strategic and creative partners on the modernization of its employer brand. To reflect its new recruitment positioning, the organization entrusted the Attribu agency (Vincent Mazrou, CEO and founder) with the brand strategy mandate. Creative and copy were developed by Basalte (Zoé Boudreau, partner and account manager) and Insubordination (Catherine Martellini, content manager and co-associate), two long-standing partners of the Old Brewery Mission.

As the organization carries out its prevention, emergency, and rehousing efforts thanks to the commitment of nearly 300 employees, the campaign makes the point that all profiles are welcome at the Old Brewery Mission—and that applies to both employees and clients.

Believing in every journey means believing in the potential of every person, whatever their background and experience may be, underlines the campaign. It means refusing to accept ready-made solutions and daring to support people differently—with boldness, humanity and long-term commitment. The message the Old Brewery Mission wants to get across is that atypical journeys are welcomed with open arms as different experiences become a strength, and winding roads, a source of humanity.

Two secondary slogans amplify the message: “All your experiences count here” and “Diverse journeys, one unique mission.”

The campaign highlights staff members with atypical and inspiring backgrounds through three authentic profiles. We meet Marie, Assistant Liaison Manager in the Prevention Service; Raynold, Supervisor; and Benoit, Digital Platform Specialist. They’ve all had the opportunity to thrive at the Old Brewery Mission. Their full profiles will be posted on the new careers page on the Old Brewery Mission website. Compelling visuals and narrative text illustrate how each person found their place at the Old Brewery Mission.

Finally, action-oriented conversion pieces present job openings in an accessible and inviting way. Simple, evocative icons convey intangible benefits such as sense of purpose, active listening and concrete impact, which combine in unique ways for each employee and reinforce the attractiveness of the employer brand.

The campaign will run in print and digital formats, as well as on the organization’s website.