2026 Winner

Perception, not performance, was holding Can-Am back. “Can-Am Derby” set out to close that gap by proving its capability in a way farmers would actually engage with. Instead of relying on traditional demos, the brand reframed farm life as a test of speed, endurance and workload, then brought the idea to life through a live competition. Professional off-road racers went head-to-head with farmers in Defender HD11 vehicles on a purpose-built course designed to reflect real-world demands. The event was captured as a 25-minute documentary and distributed across social channels, turning a product showcase into an entertainment property. By embedding the vehicle in a culturally relevant, high-stakes format, Can-Am repositioned itself as built for serious work. The content resonated with its target audience, becoming the brand’s most-watched YouTube video with 3.2M views, with strong engagement and more than 200 pieces of fan and ambassador content.

Credits

AGENCY: Cossette

PRODUCTION HOUSE: Septième
VIDEO PRODUCTION: Attraction
MEDIA AGENCY : Cossette Media
POST-PRODUCTION : Attraction
CHIEF CREATIVE OFFICER, COSSETTE EAST: Anne-Claude Chénier
EXECUTIVE CREATIVE DIRECTION: Louis-Philippe Tremblay
ASSOCIATE CREATIVE DIRECTION: Anton Garneau
COPYWRITING: Brendan Murphy
ART DIRECTION: Louis-Philippe Tremblay
DESIGNERS: Virginie Bédard, Louis-Philippe Tremblay
VICE PRESIDENT, BUSINESS LEAD, COSSETTE: Myriam Veilleux
SENIOR VICE PRESIDENT & MANAGING DIRECTOR, COSSETTE MEDIA: Marc-Antoine Grenier
ACCOUNT DIRECTION, STRATEGY: Ruxandra Rusu, David Thomas
ACCOUNT SUPERVISING, STRATEGY: Gabriel Lafond
DIRECTION, EXPERIENTIAL & EXECUTIVE PRODUCTION: Charlotte Belleau
STUDIO DIRECTION: Marie-Ève Thibodeau
CREATIVE PRODUCTION: Jed Tomlinson
STUDIO PRODUCTION: Marie-José Legault
GRAPHIC DESIGN: Mariette Parrod
EXPERIENTIAL DESIGN: Alix Brenneur
SHOW CALLER: Tim Kloete
PHOTOGRAPHY: Ash Summerford
EXPERIENTIAL COORDINATION: Océanne Langlois, Perrine Pelini, Elle Tortorici
VICE PRESIDENTS & EXECUTIVE PRODUCTION: Richard Jean-Baptiste, Marie-Christine Pouliot
MEDIA CONSULTATION & COPYWRITING: CJ Yu
DIRECTION: Olivier Languedoc
DIRECTION OF PHOTOGRAPHY: Natalie Simmons
PRODUCTION: Josée Comtois
TECHNICAL PRODUCTION: Sébastien Guimond
DIRECTION OF PRODUCTION: Maude Bélanger
SENIOR PRODUCTION COORDINATION: Amélie Gagnon
POST-PRODUCTION DIRECTION: Eric Boucher
POST-PRODUCTION SUPERVISING & SENIOR COORDINATION: Geneviève Hébert
DATA WRANGLER & ASSISTANT EDITORS: Félix Nault-Laberge, Elizabeth Morin
ASSISTANT EDITORS: Etienne Collard, Maël Ledevin
EDITORS: Eric Boucher, Félix Nault-Laberge, Guillaume Rodrigue, Elizabeth Morin, Josh Catogni
SOUND MIX: Sylvain Bourgault, Guillaume Carroll
COLOR: Thomas d’Auteuil
ONLINE EDITION & MOTION GRAPHICS DESIGN: Alain Omer Duranceau
TECHNICAL DIRECTION: Mathieu Bertoldi

CLIENTS: Bombardier Recreational Products (BRP) - Josée Perreault, Simon Cazelais, Julie Tourville, Jérémi Doyon-Roch, Thomas Gaylor, Mylene Tremblay, Caroline Pilon, Maryka Roy, Patricia Faucher