2014 Winners

Experiential Engagement: GOLD

Canadian Tire - Ice Truck

As one of Canada’s oldest and largest mass retailers, nobody understands life in Canada better than Canadian Tire. That’s why in 2013 this agency launched our Tested For Life In Canada platform, designed to test our products in unexpected ways under extreme conditions, proving Canadian Tire has what Canadians need for every season we face.

The agency’s objective for winter was to prove that the MotoMaster Eliminator AGM battery could withstand the harshest winter conditions and start no matter how cold it is. We started with a custom-built dry-ice machine that froze the battery to -40. Then we tested it in a truck. But not just any truck. Canadians describe their vehicles as “cold as ice,” so we needed to build a fully functioning truck out of 11,000 pounds of ice.

A drivable truck made of ice and a dry-ice machine that froze stuff to -40 – these outlandish items quickly led to their biggest challenge – believability. To make sure people didn't dismiss this as movie magic, they took their truck on a two kilometre drive through town, filmed it, and put it online along with a behind-thescenes making of the documentary.

Finally, to launch the program to the masses, we filmed the truck melting after the drive and used it to tease the entire program. Then to make sure our sports loving automotive guy saw it, we released a 60-second TV spot that aired on January 1, 2014, during the closest thing we Canadians have to the Super Bowl, the 2014 NHL Winter Classic.

The media and consumers took notice in a big way. Apart from the widespread coverage it received (CTV, CBC, New York Times, Fox News, CNN, UK’s Daily Mail, plus some of the top news outlets in Germany and Australia) it met their objectives; Canadian Tire sold a record number of MotoMaster Eliminator AGM batteries and reinforced Canadian Tire as the place to go for products tested for life in Canada.


Client: Canadian Tire

Creative Agency: TAXI

Ice Truck Build: FUSE Marketing Group and Iceculture

Online Videos: Notch

Concept & “Hockey Practice”: 60 TV Spot

Agency Senior Producer: Sarah Moen

Executive Creative Director: Darren Clarke

Creative Director: Irfan Khan

Sr. Art Director: Colin Brown

Art Director: Michael Siegers

Writer: Rene Bhavnani

Group Account Director: Lesley Rivard

Account Director: Trevor Byrne

Account Supervisor: Michael Strasser

Account Manager/Executive: Rebecca Hazell

French Agency: TAXI Montréal

Fr. Contact: Anick Rozon

Production House: Sons & Daughters

Director: David Hicks

Producer: Jeff Darragh

DOP: Barry Parrell

Editing House: School Editing

Transfer: Alter Ego

Online Editor: David Whiteson

Offline Editor (English): Brian Wells

Offline Editor (French): Mark Lutterman

Colourist: Wade Odlum

Online: CRUSH

Music House: Eggplant

Studio: Eggplant

Restripe: Crush

Distribution House: MIJO

Master Released to: MIJO Online

Behind-the-Scenes Documentary

Director: Nadia Tan

Producer/Managing Director: Ian Buck

Producer: Brent Martin/Canova Media

Associate Producer: Samantha Hall

Cinematographer: Colin Akoon

Camera Assistant: Howard Shefman

Music by: Dan Griffin

Edited by: Chris Murphy

Assistant Editor: Michael Barker

Post Production, Executive Producer (Relish): Sally Leggett

Post Production Facility: Relish

Location and Post Sound Facility: Toronto Sound

Colour Correction: Jason Zukowksi

Colour Correction, Executive Producer (Notch): Wendy Linton

Colour Correction Facility: Notch Melt Online Video:

Cinematographer & Editor: Ryan Emond

Producer/Managing Director: Ian Buck

Associate Producer: Samantha Hall

Grip 1: Daniel Baldwin

Grip 2: Kenneth Vinyaratn

Ice Truck Build

Ice Truck Construction: Iceculture & FUSE Marketing Group

FUSE Marketing Group VP Experiential Marketing: Jennifer Mason

FUSE Marketing Group Account Director: Brie Taylor

FUSE Marketing Group Account Manager: Katie Shaver (Canadian Tire Team)

Vice President, Strategic Marketing: Susan O’Brien

Consultant: Andrew Barrett

Marketing Manager, Strategic Marketing: Chris Lee

Associate Manager, Strategic Marketing: Natalia Paruzel-Gibson

Marketing Coordinator, Strategic Marketing: Amir Kolia

Have questions? Need help?
Contact Zoe Sherwood at 416-408-2300 x237 or zsherwood@brunico.com.