Nom du projet
A novel TV debut for a novel store concept
Voisin is a neighbourhood store brand developed by Sobeys Quebec, with over 100 independent retailers.
Camden has worked with Sobeys since 2014. A year later, we were asked to develop a new brand platform for their Voisin neighbourhood store chain in Quebec, a new retail concept where gas fill-ups and hearty food choices would co-exist.
Built around a brand-new slogan, "On en a toujours besoin," ("Whenever you need us") a multi-channel campaign was launched, which included TV and radio ads, POS material, web banners and social media content.
The TV ad, produced in 60- and 15-second versions and set to an original music composition, shows busy people caught up in an all-too-familiar struggle to find delicious meal options on the go.
Our client's debut would have to engage with people on an emotional level to snap up some in-store time from their busy schedules. So we crafted a simple but familiar narrative, intersecting three characters and their stories within a 60- or 15- second window. Shot in a plot-driven, cinematic style, the ad concisely conveys the brand’s core mission: to meet the need for both convenience and wellbeing in one retail location (that Quebecers would come to know as Voisin).
“Convenience store ads tend to stick to a certain rhythm and tone. We opted for a wordless soundscape and introspective, true-to-life acting style to accurately capture the decision-making process behind every meal choice – and give the audience some breathing room. Respect for consumer intelligence is at the heart of our creative strategy.”Mathieu Bédard, President