Artificial Intelligence
Client
Barreau du Québec
Industry
Professional Order
Know-how
Advertising
Challenge
What you should know
Artificial intelligence (AI) is making its way into the legal world. While it promises greater efficiency, it also raises concerns: can it truly grasp the nuances of the law? Can it replace a lawyer?
The Barreau du Québec tasked Bob with creating an awareness campaign to set the record straight:
- AI is a tool—but only humans possess the judgment required to truly interpret the law.
- The goal: to reassure, inform, and provide guidance—without alarmism.
Solution
What we did
To carry out this mission, Bob implemented a multiplatform approach that was both educational and strategic:
A simple message
Web banners and digital displays reminding the public that—even in the age of AI—only a lawyer can grasp the true subtleties of the law.
An engaging content strategy
Audio spots broadcast on radio, Spotify, and Ohdio, along with an article in La Presse’s special AI section, to spark public dialogue.
A clear and educational landing page
A dedicated space on the Barreau du Québec’s website offering accessible explanations, expert testimonials, and answers to frequently asked questions.
Result
What we accomplished
The campaign made it possible to:
- Position the Barreau as a proactive and reassuring leader in the regulation of AI.
- Demystify a complex topic through simple language and an accessible approach.
- Encourage thoughtful reflection on the future of law and the role of humans in this technological shift.
Together, Bob and the Barreau sparked a timely and essential conversation—one that reaffirms a fundamental principle:
AI can assist, but human intelligence remains at the heart of justice.
What they said
“This project shows just how powerful a well-thought-out strategy can be in making a complex topic accessible.
We created a campaign that informs, engages, and puts humans back at the center of the conversation around AI and justice.”
— Mathilde Quilici, Account Manager at Bob
