Can-Am begins electric motorcycle campaign
By Derek Winkler
Bombardier Recreational Products has begun a marketing campaign for its new line of Can-Am electric motorcycles. Developed by Cossette, the international campaign is aimed primarily at urban consumers. The creative is intended to depict “the instant one decides to break free from routine, challenge conventions and carve their own path,” according to the company. It consists of billboard advertising and social media content, accompanied by experiential promotion. The campaign will run in Europe and North America until January 2026.
“With this campaign, we focused on emotion and sensation rather than focusing solely on specs and performance,” said Louis-Philippe Tremblay, vice-president of creative and technological innovation at Cossette. “AI allowed us to create an immersive universe that strengthens the bond between riders and their surroundings, with hyper-realistic visuals adapted to diverse urban realities worldwide.”