Imagined a product.
Built a tradition.
Product Development, TV, Traditional Media
How do you stand out as truly a Canadian brand and celebrate the nations 150th anniversary?
You shine some light on it. Our country was evolving before the world’s eyes, and three-quarters of Canadians thought we are too quiet about what makes our country great. When you couple that, with the fact that Canadians love to celebrate and decorate even more than our neighbours south of the border, there was a real opportunity for Canadian Tire. Canadian Tire is part of our national fabric and the destination for all our holiday needs, so perfectly placed to unite us when we are at our most patriotic. A campaign was just not going to be enough. Leading us to introduce a new Canadian tradition with a string of red and white lights to decorate our houses and streets, in celebration for Canada.