ILP Gives Students a Voice

The mission

For over a decade, the Institut Linguistique Provincial (ILP) has been one of those rare clients with whom you build real trust, campaign after campaign. Over the years, we’ve watched the organization evolve, adapt, refine its teaching approach, and expand its reach. And through that growth, we’ve been there, refreshing their messaging so it always stays relevant.

This new mandate came from that same spirit of continuity: a proactive step to attract more engaged learners, people looking to level up professionally, and to support ILP’s regional expansion through online courses. The challenge was to create a campaign that captured what learning English really feels like, and to position ILP as the most human, credible solution for adults in Quebec.

The solution

To get there, we went back to the foundation of our partnership: listening. Before sketching a single concept, we held a working session with ILP teachers, the people who witness, day after day, how students learn, stumble, progress, and finally break through, whether in class or online. Their raw, unfiltered perspective uncovered nuances that became the backbone of the campaign.

From those insights, we built personas rooted in actual student reality, then crafted three TV spots anchored in authentic testimonials. Creatively, we kept everything stripped down and intentional: a minimalist art direction, a clean studio built around ILP’s colour palette, and airy hand-drawn illustrations that animate key moments. Together, they form a series where each story highlights ILP’s human, accessible and structured teaching approach.

The result

As the campaign rolls out, its purpose is clear: create a genuine, no-frills connection with adults who want to sharpen their English and broaden their horizons. By leaning into simple, sincere testimonials, the work strengthens ILP’s perception as a human, accessible and structured school, the qualities that matter most to motivated learners.

The messages also support ILP’s regional expansion through online courses, all while reinforcing the institution’s presence in Greater Montreal.

Ultimately, the campaign fits seamlessly into the cycle we’ve built with ILP over more than ten years: analyze, learn, adjust and anticipate. By refreshing their message before it loses momentum, we help ILP stay relevant, consistent in acquisition, and always aligned with the reality of its students.

“Over the past 60 years, we’ve seen thousands of people grow in confidence, expand their perspectives, and sometimes completely change their lives, through learning English. This campaign also reflects our own evolution: a school that has adapted, innovated with online courses, and continues to transform so we can better support every student, wherever they are.”

Sylvain Collette, President, Institut linguistique

The mandate relied on a full process: workshops with teachers, persona development, scriptwriting, art direction, casting, production, motion design and delivery of three TV spots. Every creative decision was grounded in what we heard upfront: students’ effort, teachers’ warmth, the diversity of learning paths, and the real-life impact of mastering English. A campaign strengthened by deep knowledge of ILP, the result of a long-standing partnership.

The new spots were broadcast on traditional TV and extended across digital platforms to maximize reach and frequency. They sit at the core of a multichannel marketing strategy, positioning ILP as the go-to solution for learning English in Quebec.