Canadian Tire’s heritage makes it incredibly difficult to change the way an entire country views one of Canada’s oldest retailers. The fact is, however, that for over 90 years, Canadian Tire has been inspiring people; providing them with the products that fuel their passions and helping them get the most out of life in this great country.

We wanted to reinvent the retail catalogue, with storytelling at the heart of a hard-working product experience. We set out to strengthen consumers’ emotional connections with Canadian Tire by celebrating ones that already exist from coast to coast.

Reaching out to Canadians, we put their stories at the centre of the catalogue, told through interactive filmmaking and experiences. As visitors watched short documentaries, they could shop products featured throughout. In immersive environments, they could interact with patio sets, BBQs, blenders and more.

Every page in the Canadian Way of Spring was designed to reflect the unique personality of its story. And unlike traditional catalogues, an editorial style celebrated beauty and emotion over efficiency.

In just over 60 pages, the Canadian Way featured more than 300 products. And developed in HTML5, it was accessible to everyone, everywhere.

For the campaign to be considered a success, Canadian Tire wanted an average time on site of 1 minute and an average of 10 pages viewed per visitor.

In just 6 months, Canadians viewed more than 4 million pages. They spent an average of 6 minutes perusing the catalogue, flipping through 15 pages per visit.

Most importantly, the Canadian Way of Spring helped Canadian Tire have the best sales period they’ve ever had in their 92-year history.