Quartz Co.’s latest campaign – which includes taglines like “keep your cool” and “too warm to handle” – aims to embrace winter. According to the Montreal lux outerwear brand, the campaign’s color palette is deliberate: red symbolizes Canadian pride, signature blue anchors the brand’s identity, icy blue captures winter’s chill and beige offers a nod to the season’s latest collection.

Francis Guindon, vice president of marketing and communications at Quartz Co., tells strategy the campaign’s ads are a playful approach that will resonate with anyone who knows the realities of the season.

“Winter is often viewed as an inconvenience, a season to survive rather than enjoy,” Guindon says. “We see things differently. This campaign embraces a universal truth: winter doesn’t have to hold you back…We’re not just speaking to the functional benefits of our coats; we’re speaking to an audience that values design, wit and performance in equal measure.”

The campaign strategy is predominantly digital, leveraging high-impact visuals, videos and even AI-driven creative experiments. Guindon adds that the campaign is directed toward men and women aged 30-45 who value “high-quality, timeless design and appreciate the craftsmanship and innovation of Canadian outerwear.”

While Quartz Co. has roots in traditional marketing tactics such as wild postings, billboards and print advertising, the shift to digital has been “where we allocate the majority of our marketing budget, complemented by PR initiatives and strategic partnerships,” Guindon says.

Quartz Co. also has a retail presence in Canada, the U.S., France, Germany and Japan.

This campaign is by Quartz Co.’s in-house marketing and creative team. For digital media, Quartz Co. collaborates with J7 Media.

The timing of this campaign aligns with both the fashion calendar and the realities of winter weather. And while Quartz Co. collections typically launch in early fall, the campaign gains momentum with the first snowfall and peaks during the coldest months of the year.