Leave it to Canadian Tire to come up with the Ice Truck, a vehicle made almost completely out of ice to showcase their car battery that withstand the coldest Canadian winter.

Like any great marketing concept the goal was to sell a product. But in a country that loves winter, the Ice Truck brings the Canadian Tire brand to the next level of being Canadian.

Working alongside Ice Culture from Hensall, Ontario we were able to help build this one-of-a-kind piece from the ground up starting with the chassis.

The campaign had a strong TV presence, starting with a launch during the NHL Winter Classic, but digital and PR elements took the campaign further and it was picked up by multiple outlets.