Can-Am’s Just Down The Road

CAN-AM OFF-ROAD AUSTRALIA

Introduction.

Earlier in 2020 we embarked on a week-long project with our mates at BRP for Can-Am Off-Road Australia with ambassador Toby Price to showcase what’s on offer for recreational riders in their own backyard.

JUST DOWN THE ROAD

The idea.

In Australia it doesn’t end at a fence line; we’re blessed with a backyard spanning more than seven million square kilometres, comprising every single conceivable landscape.

Can-Am Off-Road wanted to show Australians that you can go just down the road to reach your local recreational park and that a fun-filled weekend on four wheels really isn’t that far away… and we did just that.

The silver lining to this project is that Australians were crying out for our support as they recover from not only the effects of the pandemic, but droughts, fires, floods and everything in between.

“For a brand to tell a good story that’s credible a lot of moving pieces must come together. Most of the time the planning is everything but then when you’re actually filming the story the plan becomes useless and reactivity becomes paramount. During the filming of ‘Just down the Road’ the team at Owlpine Group demonstrated everything that is needed to get great storytelling and we won’t try again without them onboard.” said Adrian Arnoux, Digital Environment & Branding Supervisor, APAC, Marketing, Can-Am x BRP.

THE CAMPAIGN

Execution.

The full campaign premiered on selected channels for 24 hours and then rolled out over the following weeks, with an 8-minute episode dropping each Monday night on the Can-Am Off-Road Facebook page and global YouTube channel.

Campaign Landing Page

As well as shooting and editing the full campaign and photography, we created the branding for the campaign, recruited the talent, compiled low-fi digital social assets and even transported the Can-Am Maverick X3 from the Gold Coast to Sydney and back.

Thank you, BRP, for trusting our team to bring this campaign to life.