We found a dog named Can-Am
Photo / Design / Strategy / Editorial
Can-Am
2023
Can-Am, 2023
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Can-Am, pioneers of vehicles that dominate both on and off-roads, were celebrating their 50th anniversary and wanted to mark the occasion with a bold campaign. Specifically, a campaign that honoured the brand’s journey so far, while shining a light on the road ahead.
Challenge
We needed to bridge the gap between all of Can-Am’s products, across generations and their distinct audiences, and celebrate the past without falling into nostalgia.
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Idea 1
We didn’t just dive into half a century-worth of archives, we set out to find the people who had truly lived and breathed the brand over the past 50 years.
In the end, we assembled a coalition of die-hard fans; collectors, racing champions, new enthusiasts, families who’ve worked for the brand for three generations, and even Simon, who’s got Can-Am running through his veins so much that he named his dog after it.
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Idea 2
We also wanted our design to be, in itself, a tribute to Can-Am’s heritage. So, we drew inspiration from the typefaces that once adorned the brand’s motorcycles, and the writing style used in its early advertisements, and sprinkled these references throughout our pieces.
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Credits :
Creative : Collection
Production : Éric Robillard for Stukely
Production for Doo Studio : Emmanuelle Bérubé, Sarah Longpré
On-Set Production : Miquela
Production Coordination : Lola-Lou Ferikou
Production Assistance : Martin Houle
Direction : Vincent RC
DOP : Christophe Sauvé, Jay Boivin
Floor Managing : Nicolas Gonos
Stylisme : Maïlis
Makeup : Leah Lisacek
Framing : Marc-Olivier Gilbert
Steadicam : Hugo Coderre
Machinery : Alex Filion
Gaffer : Vincent McDonald
Sound : Marc-André Labonté
Best boy : Jérémie Prince
Editing : Vincent RC, Paul Bergeron
Motion Design : Vincent RC, Gabriel Favreau
Photo : Paul Dussault
Original Score : Simon-Pierre Desjardins
Sound Design and mix : Réservoir Audio
Color Grading : Shed
3D : Worthless Idea, Philippe Toupin
Roto: Will Albu
Licensing : Fair Enough
Special thanks to Buddy Ford, Simon and his dog Can-Am
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