Can-Am Off-Road · BRP Australia
'Greatest Moments’ with Tom Hawkins.
Turning rural curiosity into commitment, timed to AFL Country Round.
- 001Name strong with Australian farmersKNOWN
- 002Product sells itself once someone rides itPROVEN
- 003Three of four interested buyers never purchased75% LOST
- 004First-time ATV buyers stalling at the fence lineTHE GAP
- 005
Admired from the fence line, but never bought.
Can-Am’s name was strong with Australian farmers, and the product spoke for itself once someone rode it. The gap sat in between: three of four interested buyers never made the purchase, especially farmers considering their first ATV or side-by-side.
Meet rural Australia where it actually lives.
We built the campaign around AFL icon Tom Hawkins and timed it to AFL Country Round. Tom’s connection to farm life is real, so the film didn’t have to fake anything.
The tone stayed true to the brand: cocky, yet likeable. Every choice, from casting to the cut, served the same message.
What we delivered.
Tom on the farm, the brand in its element.
Built to fill demo ride events, where the product closes the sale itself.
interested buyers never made the purchase
The campaign carried Can-Am from admired to actionable in the minds of its audience.
