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

CHIEF STRATEGY OFFICER : Michel-Alex Lessard

VICE-PRÉSIDENT STRATEGY and LEAD STRATEGY : David Thomas

EXECUTIVE CREATIVE DIRECTION: Louis-Philippe Tremblay

ASSOCIATE CREATIVE DIRECTION: Anton Garneau

COPYWRITING: Brendan Murphy

DESIGNER: Virginie Bédard

VICE PRESIDENT, BUSINESS LEAD, COSSETTE: Myriam Veilleux

SENIOR VICE PRESIDENT & MANAGING DIRECTOR, COSSETTE MEDIA: Marc-Antoine Grenier: Ruxandra Rusu

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