Remaking an Icon.
With Canada’s Store. Tested for Life in Canada. We Do New. Triangle,
Private Brands and more, we said goodbye to “Crappy Tire”.
I was fortunate to work with many talented TAXI and Canadian Tire teammates for close to a decade. During that time we created the Canada’s Store platform, which Ipsos called the best performing they’ve ever seen and Canadians said it proved that only CT had the products needed for life in Canada; developed Tested For Life In Canada a revolutionary program where real Canadians determined which products made it to the shelf, and helped earned the trust of a nation; made an Ice Truck; launched their new rewards program Triangle; won all the awards and much, much more.
Ultimately, we changed the way an iconic business operates and got Canadians to fall (back) in love with a legend.
Work developed at TAXI by creatives Tom Greco & Colin Brown; Kelsey Horne & Alexis Bronstorph; Frank Macera; Dave Fontaine & Aaron Niven; Lorne Heller & Justin Luu; Jon Guy & Mike Shuman, Mike Mehrasa&Will Cuthbert.
If I forgot your name, please let me know - happy to add.