doyon-despres-2018
Advertising campaignBorn from the merger of Doyon Cuisine and Després Laporte, Doyon Després is one of the largest kitchen equipment retailers in Quebec. To introduce its new identity and its mission to support, advise, and provide quality equipment to both restaurateurs and cooking enthusiasts, Doyon Després commissioned Imédia to create a video advertising campaign consisting of two phases.
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Initially, Doyon Després aimed to increase its visibility among residential customers, establish its new identity, and promote the quality and durability of its products. Based on these three objectives, we developed an initial scenario with a humorous tone centred on barbecue products, entitled “Doyon Després vous équipe comme un pro que vous soyez chef ou pas !” (Doyon Després equips you like a pro, whether you’re a chef or not!).
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The cinematic visual style of the videos, the epic soundtrack, the close-ups, and the use of light showcased kitchen accessories and equipment in the manner of a movie trailer. The narrator’s crescendo and the calculated movements of the chef in action built up the audience’s anticipation. It was in the final scene that the slogan made complete sense: it depicted a BBQ or kitchen novice, proud of their culinary skills regardless of the outcome. With their playful finale, the Doyon Després advertisements demonstrated that you don’t need to achieve culinary greatness to equip yourself with quality tools.
In the second phase, the campaign continued with a variation emphasizing kitchen equipment. Maintaining the same humorous and caricatural spirit as the previous phase, while remaining true to the initial objectives, this second video conveyed to the audience that the brand’s products are aimed at both commercial and residential customers.