As a proud supporter of Team Canada during the Olympics and Paralympics, Petro-Canada needed to differentiate itself in a highly saturated advertising space. Everyone is vying for attention.
So, we anthropomorphized the Canadian spirit into an iconic grizzly bear who pushes our athletes competitively, just like the brand the drives our athletes further. With an unexpected tone and atypical but catchy track, we developed a campaign that felt authentically Canadian yet stood out from the rest. Now that’s gold.
Recognition: Campaign Canada, Little Black Book, Strategy