Ditch the norm
Break free
Bail on boring
Carve your way
Description
As BRP unveils its brand-new lineup of Can-Am electric motorcycles, Cossette launches an integrated campaign that shakes up industry norms. Targeting urban riders seeking freedom and adrenaline—both in the city and off the beaten path—the initiative marks a major turning point for the brand, reaffirming its innovative DNA more than fifty years after the launch of its first motorcycles.
Rolled out internationally, the campaign 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, it comes to life 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 a dynamic library of visuals tailored to each market, positioning Can-Am as more than just a motorcycle brand—it’s an invitation to rediscover the road and the city in a whole new way.
This professional campaign titled 'Ditch the norm' was published on March 06, 2025. It was created for the brands: BRP and Can-Am, by ad agency: Cossette. This Film, Integrated, and OOH Outdoor media campaign is related to the Automotive and Recreation, Leisure industries and contains 6 media assets. It was submitted about 1 month ago by Daphné Cousineau of Cossette.
Credits
Advertiser: Can-Am, a BRP brand
Clients: 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: Michel-Alex Lessard, 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
Color grading: Arketype, Béatrice Tremblay
Motion Design and Online: Alex Lefebvre, Loic Dubeau, Christophe Longtin, Arketype
Linguistics : Sophie Rhéaume, Chelsea Lam
Production Company: Division / servicing Colossale, The Smith
Executive Production: Gabriel Roussil, Asmir Pervanić, Jacq Wilkinson, Ernest Bouvier, The Smith
Direction: Marius Gonzalez
Production: 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
