Montreal-based outerwear brand Quartz Co. has launched its ambitious Winter 2025 marketing campaign, aiming to redefine how Canadians embrace winter. Known for its eco-conscious innovation and sophisticated designs, Quartz Co. has unveiled a message that positions winter not as a challenge but as an opportunity for confidence and celebration.
The campaign, titled “Keep Your Cool,” is spearheaded by Quartz Co.’s Vice President of Marketing and Communications, Francis Guindon. It aims to shift perceptions of winter through a blend of wit, charm, and bold visual storytelling. “We’re redefining how people perceive winter—giving them the tools, the confidence, and the style to truly own it. This campaign is about more than outerwear; it’s about a mindset,” says Guindon.
Striking Visuals and Taglines
Designed to resonate deeply with the brand’s ethos, the campaign showcases Quartz Co.’s commitment to style and performance. The visuals are infused with striking taglines such as “Got Our Survival Kit,” “Too Warm to Handle,” and “Arctic Air? Don’t Care.” These, paired with bold colour palettes of red, blue, icy tones, and luminous beige, echo Canadian pride and the latest in winter fashion trends.
Drawing inspiration from 1990s advertising while embracing a contemporary aesthetic, the campaign bridges the brand’s history with its vision for the future. “It’s bold, it’s confident, and it’s unmistakably Quartz Co.,” Guindon explains.
Celebrating a Global Presence
Since its reimagining in 2015, Quartz Co. has evolved from a Canadian favourite to an international outerwear brand. With flagship stores in Montreal and a presence in global markets, the company has become a leader in sustainable, high-performance outerwear. Its nomination for the 2024 CAFA Awards as Outerwear Brand of the Year underscores its prominence in the fashion industry.
“Montreal is the heart of Quartz Co., the world is its playground,” says Guindon, highlighting the brand’s creative inspiration from its home city and urban landscapes worldwide.
Behind the Scenes
The campaign features creative direction by Francis Guindon, photography by Samuel Pasquier, and styling by Marianne Dubreuil and Raphaelle Simard. The result is a compelling narrative that celebrates both the rugged spirit of Canadian winters and the elegance of global fashion.
Did not see the quartz collection at sports experts this year or very little ..