One commonality among human beings is that eventually we all pass on. The inevitable aspect of that shared fate is what Quebec funeral home brand Urgel Bourgie/Lépine Cloutier is communicating in its new promotional effort.

Named Urgel Bourgie in the Greater Montreal Area and Lépine Cloutier in the Quebec City region, the brand launched its campaign with a television spot prior to the holidays, and a web page at urgelbourgie.com/vie and lepinecloutier.com/vie.

‘We felt that it was important to reposition the often forgotten role of funeral homes to support families,’ explains Michel-Alexandre Lessard, strategic planner at Cossette Communication-Marketing, the agency that created the campaign. ‘What we ended up with is that death is part of life and after having good times, a long life, a short life, whatever, sooner or later there comes a time that we all have to leave.’

The creative is a celebration of life – the television ad includes images anyone could relate to. ‘The TV spot is there to create an emotional connection, the website is more there to explain how we can help,’ explains Lessard.

A print and direct marketing component is set to roll out at the end of January and the TV portion of the campaign will resume in February for four weeks and again in May.

The creds:

advertiser: Urgel Bourgie/Lépine Cloutier

agency: Cossette Communication-Marketing

VP of creation: Yvon Brossard

copywriter: Yvon Brossard

AD: Steve Blanchet

strategic planners: Michel-A. Lessard, Nathalie Leclair

account services: Michel-A. Lessard, Guillaume Mathieu

producer: Lyne Leclair

media planner: Julie Courtemarche