Bringing cultural relevance to a local winter coat manufacturer with international distribution
In 2015, entrepreneurial brothers Jean-Philippe, François-Xavier and Guillaume Robert bought Quartz Co., a winter coat fabricant based in Saint-Hyacinthe, Québec.
Driven by a desire to renew the company’s brand identity and take the products to new grounds, they developed new designs with a modern feel to meet the demand for contemporary outerwear from a new generation of urban consumers. In 2017, they reached out to UPPL to strengthen their brand identity.
UPPL developed Winter Diaries, a 360 content-driven concept composed of an original video and editorial series produced for distribution across media streams. Our approach was to bring cultural relevance to the brand by exploring the intimate relationship between creative talent and the winter season.
We produced two seasons of a docu-style series, showcasing Canadian personalities in the fields of music, food, design, as well as TV, film and entertainment -- and exploring their intimate relationship with winter. A bilingual production, subtitles and translation ensured we cross language barriers on social media platforms, and reach a wider joint audience.
- Francis Guidon,
Director of Global Communications and Marketing,
UPPL delivered written articles as well as photography for Quartz’s website. From Toronto, to Montreal and Japan, we produced interview style articles to increase Quartz’s digital discoverability across geographic points of sale.
The videos featuring headliners of the campaign; Magalié Lépine Blondeau, Ludivine Reding, Loud and High Klassified from the Winter Diaries series garnered a total of 4,470,054 impressions on Facebook and Instagram. UPPL is proud to have brought diversity and multicultural representation to Quartz content and to the brand ecosystem. Today, Quartz co has a showroom and workshop in Montreal’s Mile End, as well as a factory in the city.