28 July 2021
SICO's new campaign is a joyful celebration of a spectrum of shades and colours. Starring the comedic duo Les Denis Drolet, the campaign was developed by Substance (strategy, content creation, and production) and PHD (media) to help the brand rediscover and reconnect with its roots in Quebec.
"In our current social climate, everything tends to be seen in black or white terms. We thought it would be fun to mix it up a bit by creating colourful universes in which Les Denis Drolet and SICO's colours blend. It’s an opportunity for the brand to make Quebecers smile while staying true to its identity," says Antoine Dupéré, Associate Director and Partner at Substance.
This is the first campaign entirely helmed by Substance, the result of a years-long, continued partnership between the agency and PPG Paints.
"This campaign was a natural evolution for us. Developing the content was at the core of the creative process, and our team worked closely with PHD to deliver a campaign able to be leveraged on many different platforms," continues Antoine Dupéré.
Because this team effort unfolded during the pandemic, PHD saw an opportunity to revisit its approach based on consumers' new media habits.
"Given the arrival of better weather, what context the campaign was being viewed in became extremely important to us. We therefore relied on billboards near parks and restaurants as well as increased airtime for TV spots to run during the Olympic Games," explains Félix Dagenais, Director and Strategist at PHD.
Following the band's fruitful partnership with Bell Media, Les Denis Drolet also composed an original song for this campaign which is set to be broadcast on Rouge FM and Énergie. SICO's campaign will run throughout the summer, with a second TV spot set to be unveiled later in July.
