For Everything Ahead

Our 2016 campaign for SYLVANIA and Canadian Tire featured TV and digital advertisements shot in Canmore, Alberta that the effectiveness of good lighting as a safety feature during our dark Canadian winters.

Kicking off with fantastic visual effects by Wingman VFX in Toronto, the idea was to illustrate the feeling we have in the dead of winter when it feels like we experience darkness for the entire day.

Following that beautiful display, our agency felt it vital to portray a mother driving her kids home through the darkness.  Well, in Canada, there’s no place where good headlights are more important than driving through the winding Canadian Rockies at night.  We wanted to showcase the brilliance of the premium lighting and show it’s brightness on the mountain roads.

The national TV commercial premiered in Fall 2016, and had a great impact on fourth quarter sales, boosting headlight sales at Canadian Tire, and making it one of the top performing segments in the automotive category.

Production:

Creative Director: Rob Vena
Chief Digital Officer: Lucia Mariani
Digital Strategist: Vanessa Maharaj

Production Company: OPC Films
Director: Ante Kovac
Director of Photography: Andre Pienaar
Line Producer: Ian Webb
Executive Producer: Harland Weiss

Editorial Company: Married To Giants
Editor: Graham Chisholm
Visual Effects: Alter Ego VFX
Audio Producer: Didier Tovel, SNDWRX