Ice Truck

Experiential/Event - Single

2014

TAXI Canada
t: 416-342-8294
e: joel.mccurdy@taxi.ca
w: taxi.ca

Company: TAXI Canada Executive Creative Direction: Darren Clarke Creative Direction: Irfan Khan Art Direction: Michael Siegers, Colin Brown Copywriting: Rene Bhavnani Ice Truck Build: FUSE Marketing Group, Iceculture Online Videos: Notch Media: Touché Chief Creative Officer : Frazer Jelleyman

To prove nobody knows Canada like Canadian Tire we created the ‘Tested for life in Canada’ platform where we put our products to the test in unexpected and extreme circumstances. To demonstrate the exclusive MotoMaster Eliminator battery's reliability, and to prove it could handle Canada's coldest winters, we opted against testing it inside an ordinary truck, and built one out of 11,000 pounds of ice instead.