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Article Substance

20 December

IT’S ALL ABOUT TIMING: THE 2023 TEMPO CAMPAIGN

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.

Abris 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.

Credits :

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

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