A truck made from 15,000 pounds of ice became a national proof point for Canadian Tire battery performance.

Role

SVP Creative & Innovation Director, Art Director

Agency

FUSE Marketing Group

The Challenge

Canadian Tire needed a memorable way to prove battery performance in extreme Canadian conditions.

The Idea

Build a working truck out of ice and use it to dramatize the power of a Canadian Tire battery.

The Execution

Created a first-of-its-kind ice truck built from more than 15,000 pounds of ice. The stunt turned a functional product claim into a national conversation.

Results / Highlights

• First of its kind
• Truck built from over 15,000 pounds of ice
• 2.5M+ views and Facebook likes
• 81M+ earned media impressions
• 50% battery sales lift that year
• Inspired Collectible Toys
• Multi-Award Winning Campaign

Why It Mattered

The work turned a product demo into a piece of Canadian culture and delivered a clear business result.