February 11, 2008

Aluminum is People.
Alcoa Launches its 2008 Advertising Campaign

Montréal, February 11, 2008 – 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 (Échelle 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 (www.alcoaechelle.com and www.aluminumispeople.com).
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® 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 www.alcoa.com.

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