The Chambre des notaires du Québec (CNQ), a professional organization representing almost 4,000 notaries in the province, found itself confronted with a major issue: an insufficient number of people interested in becoming a notary, which puts the future of the profession in jeopardy. With so many professionals leaving the industry, particularly due to retirement, it has become a priority to attract a new generation that’s ready to reinvent and modernize this vital profession.
The challenge was both clear and ambitious: Adviso needed to reconcile the values of young adults with a profession that was perceived as being outdated. For Generation Z, the notarial profession is archaic, conventional, and disconnected from their reality. But they weren't rejecting it, they just simply didn't know a lot about it. Gen Z could only see the image, not the mission behind it.
In order to change perceptions, our team created a campaign called “T’as le droit” (English: “It’s your right”) in which the image of the CNQ was rejuvenated by employing values it shares with Gen Z: inclusion, impact, and authenticity. Since young people are wary of institutional messaging, it was essential to speak to them in their own language. So we integrated their sense of humour, references, and cultural codes. The result? An image of the notarial profession that was at first surprising, then generated interest.
Since media consumption among youth is fragmented, the campaign needed to hit hard in the places they lived, studied, and had fun. We combined incisive physical activations with an immersive digital presence. Thanks to these original admixtures, the campaign tracked the targets throughout various moments of their day.
We organically adapted each point of contact and interaction to the specific media. TikTok posts weren’t copied on Instagram, and videos weren’t played on Netflix; everything was created to communicate based on the #mood of the media and the target.
In the end, we enabled the Chambre des notaires du Québec to adopt the same language as Gen Z, without preaching. The CNQ didn’t want to lecture to them, it wanted to attract them.
With over 19 million impressions, 2 million completed views, and almost 55,000 clicks—nearly triple the number expected—the campaign proved that connecting with young people by entering their reality produces real results.
