Setup
Canadians live in tune with the seasons. We savour our short summers and meet our long winters with a blend of tenacity and joy. In the shoulder seasons—especially the fall—optimism mixes with a practical drive to tackle tasks around the home.
Operating across Canada for nearly a century, Canadian Tire’s position as the nation’s largest general store is perfectly placed to own the season of to-dos. Our mission was to energize Canadians, both urban and rural, to conquer fall and handle the little jobs that can lead to big changes.
Strategy
Simplicity in messaging and narrative was essential for connecting with a modern, diverse audience. By emphasizing outcomes over chores, we conveyed a satisfying sense of achievement through vignettes that feel discovered, not staged. Three intimate stories unfolded through video and stills, following Canadian families from different walks of life as they prepared for fall with the help of Canadian Tire.
Display Ads
Sequences of stills mirror each story, framed in forward-moving triangles that reference the unmistakable brand logomark.