Canadian Tire
Responding to a potential trade-war with a video celebrating our shared values of resilience, strength and community. Because we live here too. On February 1st 2025, Donald Trump announced a tariff of 25% on all Canadian imports (and a lower 10% tariff on Canadian energy)*
In response to these tariffs, a surge in Canadian pride and a push to buy / support Canadian became palpable. A country that isn’t normally boastful or overtly proud of themselves suddenly WAS. So, Canadian Tire wanted to take a moment to reflect on our shared Canadian values as we collectively move through a difficult time. The objective: to harness public sentiment, as well as an increased desire by Canadians to shop and support local by promoting its unique position in the marketplace as a “locally owned and operated” retail banner.
*Tariff negotiations between the two countries are ongoing.
We wanted to make a film that showed how Canadian Tire stands in solidarity with Canadians, without appearing to be opportunistic or potentially taking advantage of the particular moment in time. We set out to create something that would make every Canadian feel seen, proud and even more deeply united.
Canadian Tire is part of the fabric of this country – and integrated into almost every Canadian’s life. The retailer has been around for more than a century, and is within a 15 minute drive of 90% of Canadians. No one knows Canada quite like we do. That’s because we live here too. In fact, in a recent Harris Poll Canada poll that queried nearly 1,500 people about which five brands came to mind as the most Canadian, Canadian Tire led the pack. It was named by nearly 40% of respondents, with runner-up Tim Hortons named by only a quarter.
We leaned into this shared heritage and understanding of Canada and Canadians as the base of our video. The lives we lead, the challenges we endure, and the connection it brings us.
The video lived under the headline, ‘Proudly Canadian since 1922’ and is an ode to all the things that connect Canadians from coast to coast. Our ability to not just endure, but thrive. To be kind but never weak. And to rise above all challenges with grit and perseverance. This was a love letter to Canada and an incredible group effort we are so proud of. We couldn’t have pulled it off without the total commitment from both teams to making something every Canadian could see themselves in and connect to.
To ensure the video came out in a timely way…we went as fast as we could!! We briefed on a Monday and produced our spot in time for a release that same Friday.