In Quebec, we try not to think about winter when the weather is warm and pleasant. It’s almost an unwritten rule! But when it comes to Tempo shelters, we don’t have a choice—because to be ready when snow falls, a Tempo needs to be purchased in September.
Like every year, Agence Substance was tasked with launching Tempo’s fall campaign to boost sales for the most well-known temporary shelter.
The previous campaign, which reinvented the classic Quebec song “Tu m’manques” by La Chicane, highlighted the brand’s 50-year anniversary by featuring fans who love their Tempos. In 2023, we’re going in a new direction that leans even further into our comedic approach.
We wanted to generate urgency at a time of year when people don’t want to think about winter. With the help of colourful videos, we added a touch of humour to connect with Quebecers. The idea was to remind people that before they think about winter, they should think about buying a Tempo.
“We reached out to up-and-coming comedians to depict characters in slightly ridiculous situations, focusing on physical and situation-based comedy,” said Art Director Mathilde Burgat.
The result? 15-second videos featuring winter scenarios in totally illogical environments. The videos highlight the importance of buying a Tempo at the right time. The concept was also converted into display and radio versions so that Quebecers don’t miss the moment.
Creative Director : Maxime Soucy
Art Director : Mathilde Burgat
Copywriter : River Larivière
Director : Jean-Christophe Pelchat
Producer : Charles-Etienne Guay
Production consultant : Éloïse Côté
Talent : Pascale Marineau & Gabriel Ouellette
Consultant : Élise Thompson