Like many Canadian businesses, Lowe’s Canada is experiencing a labour crisis. As of the third quarter of 2021, there were nearly one million job openings in Canada, according to Statistics Canada, and that includes the 5,000 positions now available at Lowe’s Canada.

The home improvement company is taking an aggressive stance to solving that with a national multi-platform recruitment campaign created in collaboration with Sid Lee and media agency Starcom to target adults ages 18 to 25.

Called “Make Yourself Failproof,” the self-deprecating campaign is accompanied by a new exhibition in Quebec City called “The Hall of Fail,” an exhibit featuring examples of renovation failures that could be avoided by working within the Lowe’s Canada network, which also includes Rona and Réno-Dépôt. Each of the works in the exhibition is accompanied by a QR code that allows viewers to apply directly for the various positions available.

Research from Sid Lee shows that 88% of Gen Z students want to work for employers who give them access to training and growth opportunities. Lowe’s want to set itself apart from other employers with this campaign by focusing on opportunities for growth and learning within its network.

Digital and static OOH ads have also been placed in Vancouver, Edmonton, Ottawa, Calgary, Toronto, and Montreal. The campaign also features web and social components, including YouTube pre-roll and three 15-second spots running on Facebook, Instagram, TikTok, SnapChat and LinkedIn.