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.


▸ 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


Connecting passions of real people to Canadian Tire products


Watch the Calderones’ story

Baking a family tradition

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