Can-Am Embraces the Thrill of Reinvention After 60
9/17/2025
Work
by
Cossette
At 60 years old, you have around 1,000 weeks left to fully enjoy life. With that in mind, Can-Am is flipping the script on aging with a bold new global campaign that challenges people to embrace freedom without compromise—on three wheel vehicles.
Pulse/Origin
Launched globally in spring 2025, the campaign is supported by a revamped media strategy rooted in the real lives of the target audience. From traditional placements like magazines to eye-catching social content and immersive experiential events, Cossette prioritized touchpoints that let people feel the freedom of Can-Am—before even hitting the road.
“This campaign is built on a simple truth: a largely overlooked audience is stepping into a brand-new chapter of life. They’re actively seeking out a unique experience—and only Can-Am’s three-wheeled vehicles can deliver it.”
David Thomas, Vice-President, Strategy, at Cossette
“We’re talking about rediscovered freedom. A new way to take control of your future, far from the everyday constraints.”
Elsa Vilarinho, Global Marketing Director, Can-Am On-Road, at BRP
Credits
Client
Can-Am, a BRP brand
Team: Josée Perreault, Simon Cazelais, Elsa Vilarinho, Marc-Olivier Drouin, Joannie Lance, Emanuelle Carle
Agency
Cossette
Creative
Anne-Claude Chénier, Louis-Philippe Tremblay, Gilles Legault, Mélanie Delisle, Laurence Oliva, Mitch Duesling, Brendan Murphy, Olivier Fortin
Strategy
Michel-Alex Lessard, David Thomas, Alexandra Blaison
Account Services
Myriam Veilleux, Chloé Drolet, Léa Ferrez
Agency Production
Doo Studio
Media Agency
Cossette Media
Marc-Antoine Grenier, Caroline Archambault, Ruxandra Rusu, Brendan Podvin, Alexanne Peloquin