Cossette invites the world to "Doo More" with the launch of new Sea-Doo campaign

9/8/2026

Work

by Cossette

Cossette unveils Doo More, a global campaign for Sea-Doo that challenges people to get out there and make every moment on the water count.

Launching alongside major product innovations, including a limited-edition top-of-the-line personal watercraft in honour of legendary Brazilian F1 world champion and passionate rider Ayrton Senna, the new platform reasserts Sea-Doo's position as the category leader with a strong DNA of fun and performance.

By turning its iconic name into a call to action, Doo More transforms the personal watercraft from a simple mode of transportation into a catalyst for unforgettable adventures.

“Our audience knows weekends and summers are too valuable to settle for ordinary. Doo More is a simple invitation: the more you ride, the more you open yourself up to bigger and better possibilities.”

Olivier Fortin, Creative Director at Cossette

The campaign is anchored by two pure fiction brand films—a rare move in a category defined by traditional riding footage videos. Built around a butterfly effect, each film follows a single ride that triggers an unexpected and humorous chain reaction of events.

“With Doo More, we’re putting Sea-Doo’s DNA front and center. In a category where advertising can start to look and feel the same, we’re turning one of our greatest assets—our iconic brand—into a powerful creative tool. The result is a campaign that feels unmistakably ours and gives us a stronger voice in the industry”

Caroline Pilon, Brand Manager at Sea-Doo

Deployed by Cossette Media, the global rollout of Doo More launched on August 17 and runs through July 2027 across film, online video, out-of-home, social media, digital banners, retail, live events and much more.