Canadian Tire equips and inspires
the Canadian way of life

branded content / Digital Catalogue  ▴  Creative direction

Canadians have been using Canadian Tire products for over 90 years, as the country’s #1 retail brand. By telling these real Canadian stories, we showed how Canadian Tire plays a vital role in the way we all live life in Canada—The Canadian Way.

Tech innovation

This was 2012, and having interactive storytelling that was browser-based and tablet-friendly was rare and delightful.


Awards

▸ Entry to Tribal DDB becoming Strategy's Digital Agency of the Year 2013
▸ Marketing Magazine 2014: Silver in Websites/Microsites
▸ (x4) Strategy Shopper Innovation Awards 2013: Gold, Silver, Bronze, Bronze 
▸ (x2) The Globes Award 2013: Gold, Bronze 
▸ (x3) Applied Arts 2013 Interactive: Craft Art Direction, Media, Consumer Products


Watch the case study

 

True stories that fuel the Canadian experience

 

An immersive catalogue with real Canadian stories and interactive experiences

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Connecting passions of real people to Canadian Tire products

 

Watch the Calderones’ story

Baking a family tradition


Agency
Tribal DDB, Toronto
Creative direction: Mara Lecocq
Art direction: Benson Ngo
Copywriter: Dimitri Zelikman
Design direction: John Thai
Design: Mirza Sakovic
Production: Bonnie Chung