Bold Hiring Campaign: Ma carrière en concessionnaire

In response to recruitment challenges and persistent stereotypes, Ma carrière en concessionnaire has reimagined careers in Quebec’s automotive industry. Created by Récréation and led by Marie-Pier Paquet, the campaign introduces a bold, unapologetic voice that challenges conventions. With striking visuals and a powerful message, it repositions dealership jobs as dynamic and rewarding opportunities. Awarded Best of Best in Social Media Campaigns / Advertising, the project goes beyond recruitment, reshaping perceptions.

Award: C2A Best of Best, Social Media Campaigns / Advertising
Project: Ma carrière en concessionnaire
Firm: Récréation
Lead: Marie-Pier Paquet
Client: Corporation des concessionnaires automobiles du Québec

1. Could you briefly introduce yourself or your creative practice, and describe the type of work you focus on?

Marie-Pier Paquet: I am a senior graphic designer at Agence Récréation, a communication agency in Quebec, Canada. Over the years, I’ve worked mainly with cultural and non-profit organizations, developing expertise in creating meaningful brands. I thrive on projects that can positively impact people’s lives, even in simple ways. I aim for simple, efficient design, and if I can bring a sense of fun into my work, that’s always a plus.

2. What was the brief for your award-winning project, Ma carrière en concessionnaire, and what key goals guided its development?

Marie-Pier Paquet: The automotive industry in Quebec is undergoing a major transformation. Beyond recruitment challenges, dealership professions often suffer from outdated stereotypes. Our mandate was to create the first industry-wide campaign for Quebec’s automotive sector. The goal was to attract high-quality talent while changing public perception and positioning dealership careers as top-tier opportunities. At the same time, we had to balance innovation with familiar automotive codes like performance, movement, and boldness.

3. What inspired the concept behind Ma carrière en concessionnaire, and how did that inspiration translate into the final outcome?

Marie-Pier Paquet: We wanted to move as far away as possible from cliché recruitment campaigns. Instead of overly cheerful, staged visuals, we focused on a typography-first approach where people take a back seat. The message is bold, direct, and unapologetic: Working at a dealership isn’t for everyone. But it’s for you.

We created striking visuals with vibrant colors and strong contrasts, fully embracing intensity in both message and design. A variable typeface allowed us to maximize visual impact while reflecting speed, boldness, and innovation. At the same time, we kept familiar automotive colors like red, blue, and grey to stay connected to the audience.

4. What challenges did you encounter during the creative process, and how did you overcome them?

Marie-Pier Paquet: The biggest challenge was creating a brand that represents an entire industry. It had to resonate with dealerships across Quebec, support recruitment efforts in multiple regions, and foster a sense of belonging. We also aimed to challenge preconceived notions and shift public perception, which added another layer of complexity.

5. What do you consider the most distinctive or successful aspect of the project?

Marie-Pier Paquet: Convincing the client to embrace a bold, slightly provocative tone was a key success. It allowed us to stand out in both the automotive and recruitment sectors. The results speak for themselves, some dealerships even asked us to slow down applications because they couldn’t process them fast enough. That was definitely a first!

6. How do you balance client objectives with your own creative voice or approach?

Marie-Pier Paquet: Our work is always a collaboration. We take the client’s vision and push it further to create something clearer and more impactful. Designing through different perspectives doesn’t limit my style, it expands it. My voice is always part of the process and naturally finds its place in the final outcome.

7. What influences, tools, or trends currently shape your work, and how do you see their impact on the creative industry?

Marie-Pier Paquet: AI has become an important tool in the creative process, making workflows more efficient. However, meaningful and emotionally resonant ideas still require human thinking. AI allows us to focus more on storytelling and strategy. At the same time, I like to stay connected to handmade design and artistic practices to preserve the human aspect of creativity.

8. How do you continue to grow and evolve as a creative professional?

Marie-Pier Paquet: Curiosity is key. Trying new things and exploring design in different ways helps me grow both as a person and as a creative. Keeping creative passions outside of work also helps avoid routine and keeps things fresh.

9. What does receiving a Creative Communication Award mean to you, and how do you see it influencing your future work?

Marie-Pier Paquet: It’s a wonderful recognition and a confirmation that the project’s vision is meaningful and impactful. It brings visibility and motivates me to continue pushing further and creating the best possible solutions in my practice.

CONCLUSION

Ma carrière en concessionnaire proves that bold creativity and strategic thinking can redefine an entire industry. Through a fearless tone and striking visual identity, Récréation successfully challenged outdated perceptions and attracted a new generation of talent. More than a campaign, it stands as a powerful example of how branding can drive real transformation and measurable impact.