Canadian Tire

Canadian Tire’s marketing efforts needed to support many different product and seasonal categories while building the larger brand. It also needed to be flexible, speaking to everyone from the mom looking for new Christmas decorations to the guy who needs new tires for his car.

“Bring It On” resulted from several insights: Canadian Tire’s iconic brand status; having four seasons means that Canadians need a lot of stuff; and Canadian Tire needed to showcase not what it sells (people know that) but rather why it sells it.

The campaign and its tagline “Bring It On” articulated that no matter what the season, job or activity, Canadian Tire

has what you need to take on everyday life in Canada.

The multimedia campaign launched with an anthem TV spot portraying some of the settings and circumstances Canadians experience, and their reactions to them. A series of TV spots, billboards, online executions, and point-of-sale materials continued to present scenarios (and related products) that captured experiences.

A unique element of the campaign was the House of Innovation. To increase customer perceptions of brand innovation, Canadian Tire became the first Canadian retailer to become a homeowner. They bought a house, moved in, and began work on a long list of repairs, improvements, and decorating projects. All the work was filmed and posted on a website showcasing the projects and all the innovative products needed to complete the work.