Aluminum is People. Alcoa Launches its 2008 Advertising Campaign

    MONTREAL, Feb. 11 /CNW Telbec/ - Today, Alcoa is launching its
advertising campaign on the large television networks of Québec. Beginning on
this 11th of February, a new message will be aired for the first time, namely
during the soaps Rumeurs on the CBC's French television network and Annie et
ses hommes on the TVA network. The 60-second clip, called Aluminum is people
(Echelle humaine), will be broadcast in French and in English until April
6, 2008.
    Created by Montréal-based advertising agency TAM-TAM/TBWA, Alcoa's new
campaign spreads to three different media: television, print and Web. While
the televised message furthers public knowledge of the company, the full-page
colour ads published in the dailies will inform the public regarding Alcoa's
accomplishments in the area of sustainable development, and set out the
company's involvement in the communities. Readers wishing to know more about
the company will find the same issues addressed in detail on the microsite
developed specifically for this promotional campaign ( and
    The television ad was produced by Jet Films under the direction of Alexis
Durand-Brault (Ma fille, mon ange or My Daughter, My Angel) who also directed
the photography. The special effects were designed at Fly Studio. The music is
a creation of L'Oreille (Jean-Pierre Brie and Claude Thibault), while the
choreography was directed by acrobate Dominic Lacasse.
    In all components of the campaign, the television feature, the newspaper
ads and the microsite, a ladder clearly illustrates the follow-up of the 2007
campaign. This ladder symbolizes the will of the company to surpass and
distinguish itself through the human values it puts forward, hence the
signature: Aluminum is People.
    Alcoa launched its first advertising campaign in Québec in 2005.
Broadcast on LCN, this campaign hoped to reflect a general view of the company
by exploring four themes Alcoa takes to heart: environment, economy, health
and safety, and by underlining its partnership with our communities. The 2006
campaign, also broadcast on LCN, enjoyed a broader audience. In the spring and
fall of 2007, a new print media component was added when full-page colour ads
appeared in the daily newspapers. That's when the ladder, a symbol of the
company's values, came into play. At the time, the promotional signature was:
Taking another look at aluminum (L'aluminium sous une autre perspective).
    In 2008, through this new advertising campaign, Alcoa continues to
display its will to be truly present in Québec, while setting out its
fundamental values that lend a human dimension to aluminum.

    About Alcoa Canada

    In Québec, Alcoa Canada Primary Metals (ACPM) is comprised of the
Baie-Comeau, Bécancour and Deschambault smelters, as well as the Bécancour Rod
Plant. These four plants, all of which are ISO 900: 2000 and 14001 certified,
have an annual production capacity of over one million metric tons of ingots,
castings, billets and aluminum rods. Its activities generate over $1.5 billion
in economic spin-offs annually in the province.
    Alcoa is the world's leading producer and manager of primary aluminum,
fabricated aluminum and alumina facilities, through its growing position in
all major aspects of the industry. Alcoa serves the aerospace, automotive,
packaging, building and construction, commercial transportation and industrial
markets, bringing design, engineering, production and other capabilities of
Alcoa's businesses to customers. In addition to aluminum products and
components including flat-rolled products, hard alloy extrusions, and
forgings, Alcoa also markets Alcoa(R) wheels, fastening systems, precision and
investment castings, structures and building systems. The Company has
107,000 employees in 44 countries and has been named one of the top most
sustainable corporations in the world at the World Economic Forum in Davos,
Switzerland. More information can be found at

For further information:

For further information: Lysane Martel, Manager, Communications, Alcoa
Canada, (514) 906-2537,

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