Can-Am: Ditch the Norm

9.0

Media Type:

Online Online

Brand

brand

Agency

agency

Country:

Canada

Industry:

Transport, Tourism

As BRP unveils its brand-new lineup of Can-Am electric motorcycles, Cossette launches an integrated campaign that shakes up industry norms. Targeting urban riders seeking freedom and adrenaline—both in the city and off the beaten path—the initiative marks a major turning point for the brand, reaffirming its innovative DNA more than fifty years after the launch of its first motorcycles.

Credits

Advertising Agency:

Cossette, Canada

Creative:

Louis-Philippe Tremblay, Anton Garneau, Gilles Legault, Brendan Murphy, Camille Levesque, Tommy Vincent-Mathieu, Nicolas Chamberland

Strategy:

David Thomas, Carl Bou Abdallah

Account Services:

Karine Huard, Myriam Veilleux, Marie-Julie Mercier, Chloe Drolet, Lea Ferrez

Media:

Marc-Antoine Grenier, Caroline Archambault, Ruxandra Rusu, Brendan Podvin, Mario Guardado, Delphine Chapard, Charlotte Cuvillier

Agency Production:

Septieme

Broadcast Production:

Katia Pellerin, Marie-Claude Francoeur

Print & Digital Production:

Mariette Parrod

Post-Production:

Nasim Mousavi, Oceanne Langlois

Assistant Editing:

Marika Charpentier

Offline:

Jesse Riviere

Color Grading:

Arketype, Beatrice Tremblay

Motion Design and Online:

Alex Lefebvre, Loic Dubeau, Christophe Longtin

Linguistics:

Sophie Rheaume, Chelsea Lam

Production Company:

The Smith

Executive Production:

Gabriel Roussil, Asmir Pervanic, Jacq Wilkinson, Ernest Bouvier

Direction:

Marius Gonzalez

Production:

Alexis Fonvieille

Production Coordination:

Arthur Guerner

DOP:

Kristof Brandl

Photography:

Alexis Belhumeur

Product Photography Direction:

Benoit Lalande

Production Studio:

M&H

Print & Digital Production:

Martin Gauthier, Cathy Lee, Gregory Brunet, Alex Vrzovski, Mohamed Sharif, Carl Beliveau

Sound Studio:

Cult Nation

Date:

March, 2025

Ad of the day

Ad of the Day | Nike/NOCTA: Yes Man Full 9.5 Ad of the Day | Pizza Hut: Every Four Years 9.8 Ad of the Day | Airalo: Connection Means the World 0.0

Latest News

Cerveza Modelo Uses the Actual size of Modelito to Launch its new Campaign

Jul. 29, 2026

Cerveza Modelo Uses the Actual size of Modelito to Launch its new Campaign

The launch began with a takeover on Paseo de la Reforma that challenged one of the established rules of out of home advertising

Neighborhood Watch Signs Award-Winning Director La Pele

Jul. 29, 2026

Neighborhood Watch Signs Award-Winning Director La Pele

La Pele began her career as an advertising copywriter in London, eventually moving into art direction, then styling, and ultimately embracing directing