For over ten years, Canadian Tire’s BIG RED Sale has been a reliable source of massive savings - offering up to 50% off the season’s most in-demand, must-have products. The catch? Canadian Tire hasn’t historically marketed the sale the way it deserves.

So despite BIG RED delivering major, unbeatable deals, it wasn’t earning the the attention we knew it was worthy of. Our ambition? We needed to make BIG RED synonymous with the lowest prices of the season and give it the credit it deserves. Net-net: Make BIG RED famous.

And the truth was simple: it already was a big deal.

With up to 50% off the hottest products of the season, BIG RED delivers the kind of discounts you just don't see any other time of the year. So, we wanted to show it for what it is. If it’s a really big deal, we should treat it like one.

So we did - literally.

At the heart of the campaign is a lovable duo of Canadian Tire employees whose excitement for the BIG RED Sale is just as massive as the deals themselves. To them, it’s the retail Super Bowl - and they treat it accordingly. Their excitement? Substantial. Their prep? Comically massive. By leaning into their larger-than-life enthusiasm for the most exciting sales of the season, we turned the sale into a spectacle - and made it unmistakably clear: BIG RED is here, and it’s impossible to miss.