Nissan

In Quebec, electric vehicles (EVs) still face a well-known obstacle: poor consumer perception of their winter performance. For many, cold weather means reduced range, unreliable performance and inconsistent results. The result is that awareness remains stagnant, even among environmentally conscious consumers.

For the launch of the new Nissan LEAF, which was tested in the northern Quebec town of Dolbeau-Mistassini under harsh conditions, our challenge was clear: we had to prove the model could live up to its promises. Rather than sidestepping the issue, we decided to make it the starting point of our campaign.

Rather than using lots of technical jargon, we decided to clearly demonstrate the car’s capabilities. Our idea? Create a local, credible and emotionally compelling narrative that would turn hesitation into genuine purchasing desire.

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A curious yet skeptical target

The campaign targeted Quebecers aged 35 to 55, a demographic we identified as “EV skeptics.” While they were concerned about environmental issues and curious to know more, they still held back when it came to taking action.

They weren’t opposed to EVs per se, they just needed a simple, reassuring reason to believe in them. As long as the performance of EVs in cold weather remained unclear, their curiosity wouldn’t translate into purchasing decisions.

Our job was to turn their interest into concrete action by clearly and tangibly demonstrating that the Nissan LEAF is able to take on Quebec’s harsh winter conditions.

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Turning a setback into a cultural opportunity

In Quebec, winter isn’t just a season—it’s a defining feature of our identity. It influences our daily lives, our language, our sense of humour, and our popular culture. Rather than treat winter as simply a functional issue, we chose to embrace it as a powerful cultural opportunity.

By talking about winter as we actually experience it, we immediately connected with our audience. Our goal was to show the LEAF is built to tackle the season with confidence, rather than be daunted by it.

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Reinventing a classic to change perceptions

The big creative idea was to put a new spin on “Maudit hiver” (damn winter), a famous song by Dominique Michel that is deeply rooted in the collective imagination of Quebecers. This iconic tune humorously captures the frustrations of the winter season and served as the perfect starting point for addressing our challenge.

The spot begins in a familiar seasonal setting, accompanied by the original version of the song. Then the mood shifts: spokesperson Karine Vanasse takes the stage and gradually turns the tone into a celebration. In just one scene, the message becomes crystal clear: with the Nissan LEAF, winter is a whole new experience.

Dominique Michel’s participation further enhanced the campaign’s authenticity and cultural impact. By combining an iconic reference with a tangible product demonstration, the campaign succeeded in turning a technical challenge into a memorable and distinctly Quebecois moment of communication.

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To maximize the campaign’s reach and impact, we launched it during a major cultural event: the annual comedy special “Bye Bye” on December 31. Dominique Michel’s appearance at this key moment especially resonated with viewers. This television program is one of the most watched in Quebec, providing a unique opportunity to reach a massive audience in a highly unifying setting.

Our strategic launch immediately cemented the campaign’s place in popular culture, while generating exceptional visibility from the very first airings. The next day, we rolled out a major media campaign across television, smart TVs and digital platforms.

We then amplified the campaign through an integrated media ecosystem, combining online video, social media and digital formats to ensure sustained coverage and effective repetition. This 360-degree approach helped maintain media momentum while tailoring touchpoints to the target audience’s consumption habits.

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