Derby

To make a real impact in a crowded market, we knew Can-Am had to go big with the launch of their new Defender HD11. So we turned a farm into an epic off-road race called the Can-Am Derby, bringing together farmers and pro racers to tackle mud, climbs, and tight turns on a course built by famed track builder Hubert Rowland. The event became a documentary and a full content ecosystem. It proved the Defender could handle anything, cementing its place as the ultimate machine for both work and play.