We Do New

Canadian Tire


Festival of Media Global

Shortlist - Television

Festival of Media Global

Shortlist - Campaign for a Local brand

Festival of Media Global

Shortlist - Collaboration Award

To differentiate itself from its competitors, Canadian Tire taps into innovation. In the fast pace world of retail, being the first to offer new products is key to winning the consumer’s purchase.

Claiming that Canadian Tire offers unmatched product innovation with conventional advertising was not an option. We needed to walk the talk!

A unique partnership with Dragons’ Den​ ​

Canadian Tire’s President, Greg Hicks, is a charismatic and well-known Canadian businessman. We created a viewing room on the set of Dragons’ Den where Greg could watch while entrepreneurs pitched their ideas to the Dragons. When the product was ground-breaking, Greg had the option to offer a distribution deal in every Canadian Tire stores and ecommerce channels. There were two lucky entrepreneurs that were awarded this life-changing distribution deal. All of this content was integrated to the Dragons’ Den storyline, not in commercial time.

To reinforce the connection between Dragons’ Den and Canadian Tire, we launched a fully integrated campaign including TV, digital, social, as well as integration to the Dragons’ Den’s website.

Finally, the news products were featured in-store with end caps and point-of-purchase displays with the shows’ branding, and search terms were added to capture demand for these new products.

This program delivered the expected results and much more!

Canadians who think that Canadian Tire is an innovative company

Canadians that think Canadian Tire carries the latest products


Both products received a 5-star review from consumers