Responses by Francis Guindon, vice president of marketing and communications, Quartz Co.
Background: Winter is often seen as an inconvenience—a season to endure rather than enjoy. At Quartz Co., our mantra is “keep your cool.” This extends to more than just outerwear; it’s a mindset that empowers people to embrace winter with confidence. This campaign targets our loyal clientele: men and women, aged 30 to 45, who value high-quality, timeless design and appreciate the craftsmanship and innovation behind Canadian outerwear. However, its bold visuals and playful tone also appeal to younger, fashion- and sustainability-conscious audiences who seek a premium yet relatable approach.
Design thinking: The concept behind the project was to convey the message that our outerwear enables people to thrive in winter, no matter the weather. We incorporated an ironic tone and humor in our copy to make people smile, while ensuring the visuals remained premium. Bold colors reflect Quartz Co.’s DNA: the striking red symbolized Canadian pride, the signature blue anchors the brand’s identity, an icy blue evokes winter’s chill and a luminous beige offers a refined nod to the 2024–25 collection. Together, these elements create an aesthetic that is both striking and symbolic.
Anyone living in a northern city can relate to the shared challenges of winter, and our taglines speak to those who know of the season. The campaign authentically connects with the audience by acknowledging the harshness of winter while showcasing the brand’s confident and bold personality. As an international brand distributed in more than ten countries, we’re mindful of creating campaigns that resonate across cultures while remaining unmistakably ourselves.
Challenges: Like many project, the most challenging aspect was the tight budget. We decided to return to basics by adopting a traditional advertising approach—creating simple yet effective visuals that highlight the product and point of view. Strong colors, catchy copy and bold model attitudes were key, all presented through a cohesive concept and styling and shared across strategic platforms. This approach enabled us to deliver a powerful message without overcomplicating the campaign.
Favorite details: We’re proud of how we were able to communicate Quartz Co.’s new brand positioning and creative vision without relying on multiple concepts or unnecessary complexity. This campaign represents the brand’s new signature—one that will carry through the seasons ahead. We managed to establish a distinctive style, reminiscent of iconic ’90s advertising from brands like Calvin Klein, GAP and the United Colors of Benetton. This created a timeless, memorable visual identity for Quartz Co.
Visual influences: The bold, minimalist approach to advertising from the late 20th century, which focused on simple yet high-impact visuals and a strong brand signature. We drew inspiration from a range of archives, spanning both commercial and premium brands across various industries—everything from Porsche and Nike to the iconic Got Milk? campaign and Calvin Klein. These references helped shape a visual style that is both striking and timeless, ensuring the campaign stands out while staying true to Quartz Co.’s evolving brand identity.
Specific project demands: As Quartz Co. approaches its tenth anniversary since rebranding from Quartz Nature in 2015, this campaign crucially anchors the brand’s new creative vision and positioning. In an era flooded with creative content across multiple platforms, we chose to go back to basics. The decision made the project both easier and harder: easier in terms of focusing on simple yet strong elements, and harder in terms of standing out amid a saturated market. The campaign has been well-received, as evidenced by increased engagement, store traffic and website visits.
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