Cannes Lions

THE CANADIAN TIRE ICE TRUCK

TAXI CANADA, Toronto / CANADIAN TIRE / 2014

Awards:

1 Shortlisted Cannes Lions
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Overview

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Credits

Overview

Execution

Our objective for winter was to prove that the MotoMaster Eliminator AGM battery could withstand the harshest winter conditions and start no matter how cold it is. We started with a custom-built dry-ice machine that froze the battery to -40. Then we tested it in a truck. But not just any truck. Canadians describe their vehicles as “cold as ice,” so we needed to build a fully functioning truck out of 11,000 pounds of ice.

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