creative director > art direction & design
Can-am Outlander It Could Happen
Integrated Ad Campaign
Can-am Outlander ATVs are the best on the market. They are larger, tougher, more powerful, and more sophisticated than any other ATV – more than most men would ever need in an ATV.
In order to reach the Target Market with this product, I tapped into something that men love doing: telling stories about their adventures and accomplishments. Often those stories become embellished and larger than life, stretching the truth from what actually happened to a tale that could’ve happened, but probably didn’t.
This campaign tells a series of “Outlandish Stories” about things that you could do with the Outlander, highlighting key product features in a fun and unique way.
Target Audience:
Sports Utility Men, 36-49 ($50-99k), who use their ATV for frequent weekend activities, seasonal and/or routine tasks around their property.
Key Message:
With a Can-am Outlander, you can go further, tow more, and look cool while having an adventure worth talking about.
Insight:
Men love having cool stories to tell their buddies and this ATV gives them the ability to do some pretty outlandish things.