BIG RED is Kind of BIG DEAL
Canadian Tire
Canadian Tire’s BIG RED Sale delivers the most unbeatable deals of the season - so we gave it the can’t-miss, big deal treatment it deserves. Literally.
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.
Because when the deals are this big, everything else should be too.
“At Canadian Tire, amazing value isn’t new - and the Big Red Sale has always delivered. It just hasn’t been matched with the same energy in advertising. This campaign was our way of saying, ‘Yes - it’s a big deal. And we’re going to make sure you know it.’"
– Jonathan Anderson, AVP Strategic Marketing, Canadian Tire
In order to work around the potential logistical nightmare of creating and hanging a 60-foot banner off the front of a Canadian Tire, we found a creative solution: A scale model. Working with a talented miniature team, we crafted a Canadian Tire store that measured 2 feet high and 16 feet long - fully equipped with garden centre, garage, sign, storefront and parking lot.
The team then worked diligently to ensure that it would look completely realistic while also using forced perspective to make sure that it looked realistic when paired with our on-camera talent.