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Aéro Mag and Republik unveil the world's first de-icing electric-powered truck

Aéro Mag unveiled the world's first electrically powered aircraft de-icing truck a few weeks ago—an important step towards achieving its goal of becoming a carbon-neutral company by 2035. Republik is the agency behind the advertising campaign.

Aéro Mag specializes in integrated aircraft de-icing operations and in the recovery, recycling, and reuse of de-icing products. Republik's mandate was to develop a B2B awareness campaign that would allow the Quebec flagship to position itself as a pioneer in eco-responsibility within the aeronautics industry. The creative agency carried out the strategy, creation, production, and distribution of said campaign.

A salute to innovation

To resonate with the right targets, namely managers and directors of operations at airports and airlines from all over the world, Republik chose to highlight innovation by depicting a well-established tradition known throughout the aeronautical industry: the water salute. While traditionally this marks the arrival of a new aircraft to a fleet of airlines, this time it was used to unveil the world's first electrically powered de-icing truck.

It is therefore under the water jets of the Aéro Mag de-icing trucks that we see their improved version appear in the centerpiece of the campaign, a one-minute video highlighting the know-how of the company and the local talents they employ.

A campaign that flies beyond borders

If the brand is present in 17 airports, the campaign has also crossed several borders. Images of the truck proudly sporting its new look - designed by Republik - traveled from Canada to Scandinavian countries via to the Northern United States.

“The receptivity of the campaign was so positive that several aviation enthusiasts, known as ‘plane spotters,’ began to take pictures of the Aéro Mag trucks and send them to us, so that we could create content with them,” explains Manny Fortin, copywriter on the project.

To multiply and increase the reach of the message, a landing page, social content, sponsored content in the specialized media Aviation Week, as well as web banners have been deployed.

Ryan Public Affairs handled all the public relations aspects, including the orchestration of a major press conference held at Montreal-Trudeau International Airport.

The team behind the project

Client: Aéro Mag - Marie-Élaine Lépine, Joanie Lamer
Creative Agency: Republik
Consulting Service: Marie-Hélène Leclerc
Strategy: Arnaud Mollé
Creative Direction and Copywriting: Martin Rivard, Manny Fortin
Art Direction and Design: Cynthia Lavergne Chartrand, Tyran Trieu
Director: Stefan Szary
DOP: Jonathan Brisebois
Photos: Manny Fortin
Media Strategy: Justine Laurier
Public Relations: Ryan Public Affairs - Valérie Pomerleau, Marc Duchesne, Camille Michaud, Christine Maydossian


Republik is a social impact creative agency. Its purpose is to give meaning to the growth of brands, through the Creation of Social Capital™. It is the first B-Corp certified agency in Quebec and was named Best for the World in the "Employee" category in 2019, in addition to being a signatory of the United Nations Global Compact and a member of the Global Compact Network of Canada.