YQB
To support the academic success of young Quebecers, Alloprof launched Allofrançais, a major initiative dedicated to mastering the French language. The strategic challenge lay in transforming the perception of French—often associated with academic constraint—into a stimulating and empowering skill. Under the tagline “Élève ton niveau” (Elevate your level), the campaign invites primary and secondary school students to progress at their own pace, regardless of their starting point.
The creative approach aimed to distinguish Allofrançais within the Alloprof ecosystem while maintaining institutional coherence. The visual identity evolves the traditional 2D aesthetic into a dimension rich in volume and texture. This shift to 3D creates a playful and airy artistic direction, literally evoking growth and the building of self-confidence. Deployed through a national media strategy, this approachable campaign relies on a modular visual universe designed to resonate with diverse audiences. By combining strategic rigor with visual audacity, the project positions Allofrançais as an essential tool, aiming to support students over 5.5 million times this year and turn language mastery into a true driver of success.
