The petrol smell of motorbikes is becoming out of date. BRP has seized the moment to stake its claim at the forefront of electric bikes with a new Can-Am line-up and a campaign by Cossette that discards the advertising clichés and invites riders to “ditch the norm”. The campaign targets urban riders seeking freedom and adrenaline, both in the city and off the beaten path, a major turning point for the brand.
The campaign, running across Europe and North America, taps into key moments in everyday life when the urge to escape is strongest, capturing the instant one decides to break free from routine, challenge conventions, and carve their own path, through striking visuals, a bold signature, and an immersive sound experience that replicates the rush of high-speed riding. AI played a pivotal role in generating the library of visuals tailored to each market, positioning Can-Am as more than just a motorcycle brand – as an invitation to rediscover the road and the city in a whole new way.
“With this campaign, we focused on emotion and sensation rather than focusing solely on specs and performance. AI allowed us to create an immersive universe that strengthens the bond between riders and their surroundings, with hyper-realistic visuals adapted to diverse urban realities worldwide,” explained Louis-Philippe Tremblay, vice president, creative and technological innovation at Cossette.
“Our new electric motorcycles are more than just Can-Am’s return to its roots; they embody the future of urban mobility as envisioned by Can-Am. With this campaign, we channel the energy and boldness that have always defined our brand while paving the way for a new generation of riders,”added Elsa Vilarinho, global marketing director, Can-Am On-Road at BRP.
To amplify the message, the media strategy use high-impact touchpoints that integrate the campaign into riders’ daily lives. Billboards guide passersby to brand hubs, hyper-targeted content fuels social media engagement, and experiential activations allow audiences to embrace the Can-Am experience before even hopping on a bike.
Credits
Client: Can-Am, a BRP brand
Client Team: Josée Perreault, Simon Cazelais, Elsa Vilarinho, Marc-Olivier Drouin, Joannie Lance
Agency: Cossette
Creative: Louis-Philippe Tremblay, Anton Garneau, Gilles Legault, Brendan Murphy, Camille Lévesque, Tommy Vincent-Mathieu, Nicolas Chamberland
Strategy: David Thomas, Carl Bou Abdallah
Account Services: Karine Huard, Myriam Veilleux, Marie-Julie Mercier, Chloé Drolet, Léa Ferrez
Media: Marc-Antoine Grenier, Caroline Archambault, Ruxandra Rusu, Brendan Podvin, Mario Guardado, Delphine Chapard, Charlotte Cuvillier
Agency Production: Septième
Broadcast Production: Katia Pellerin, Marie-Claude Francoeur
Print & Digital Production: Mariette Parrod
Post-production: Nasim Mousavi, Océanne Langlois
Assistant Editing: Marika Charpentier
Offline: Jesse Riviere
Colour grading: Arketype, Béatrice Tremblay
Motion Design & Online: Alex Lefebvre, Loic Dubeau, Christophe Longtin, Arketype
Linguistics : Sophie Rhéaume, Chelsea Lam
Production Company: Division plus servicing Colossale, The Smith
Executive Production: Gabriel Roussil, Asmir Pervanić, Jacq Wilkinson, Ernest Bouvier, The Smith
Director: Marius Gonzalez
Producer: Alexis Fonvieille
Production Coordination: Arthur Guerner
DOP: Kristof Brandl
Photography: Alexis Belhumeur
Product Photography Direction: Benoit Lalande
Production Studio: M&H
Print & Digital Production: Martin Gauthier, Cathy Lee, Gregory Brunet, Alex Vrzovski, Mohamed Sharif, Carl Beliveau
Sound Studio: Cult Nation
