2026 Winner

Instead of competing on price in a commoditized category, “Visit Canada” gave Petro-Canada a more emotional role in drivers’ lives. The campaign tapped into a renewed sense of national pride, highlighting real Canadian towns that share names with famous US destinations, and inviting commuters to reconsider what’s worth exploring closer to home. Executed through strategically placed OOH along high-traffic routes, the work turned everyday drives into moments of discovery, using retro-inspired visuals to spark curiosity and road trip planning. The idea resonated beyond paid media, generating national coverage and local engagement, while delivering a 22% lift in consideration and a 187% increase in brand reputation.

Credits

McCann Canada
Bill Schaefer, Creative Director
Benjamin Playford, Creative Director
CCO - Jordan Doucette
Ryan Griffin, Community Manager
Liam Brown, Group Strategy Director
Mitch Saunders, Junior Strategist
CSO - AJ Jones
Ben Archer, VP, Director of Client Service
Emily Stoneman, Account Director
Stef Fabich, SVP, Director of Production
Jamy Ferriera, Integrated Project Manager
Becka Elliott, Production Designer
Iain Scott, Production Designer
Giselle Hammond, Production Designer
Rober Segovia - Studio Creative Director
Retoucher - Jean-Pierre Goulet
Artwork Illustrator – Romain Lasser

Julie Evans, VP, Executive Director Media
Brian Offredi, Manager, Media Analytics
Wahib Llamas, Media Finance Associate