The Canadian Way (Digital Catalogue): The Canadian Way of Spring by Tribal Toronto for Canadian Tire

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The Canadian Way (Digital Catalogue): The Canadian Way of Spring

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Industry Tires
Media Digital, Interactive & Mobile
Market Canada
Agency Tribal Toronto
Associate Creative Director Mara Binudin
Art Director Benson Ngo
Copywriter Dmitry Zelikman
Illustrator Andrea Manica
Released April 2013

Credits & Description

Delivered door-to-door, the Canadian Tire catalogue has been an important piece of Canadiana for over 90 years. Canadian Tire, in collaboration with Tribal DDB Toronto, sought out to develop a completely reinvented digital catalogue that would draw on the rich heritage of the print version and provide a more inspirational, lifestyle-oriented and consumer-centric lens on its product offering.
The Canadian Way of Spring brings passionate, everyday Canadians together to tell the story of the unique way of life Canadian Tire has equipped and inspired for over 90 years. Featuring authentic storytelling, rich interactive experiences, and editorial content, the reinvented digital catalogue presents Canadian Tire products as far more than just the latest gear or gadgets â this is how Canadians build and love life in Canada.
Category: Retail services
URL: http://www.canadiantire.ca/thecanadianway
Client: Canadian Tire
Agency: Tribal DDB Toronto
Country: Canada
Creative:
Associate Creative Director: Mara Binudin
Copywriter: Dmitry Zelikman
Art Director: Benson Ngo
Editorial writer: Yuki Hayashi
Copywriters: Tracy Wan, Santiago Fernandez-Concha
Editorial Copy Editor: Jennifer Krissilas
Design Director: John Thai
Designers: Josiah Bilagot, Mirza Sakovic, Jean-Lou Renoux, Barry Lachapelle
Illustrator: Andrea Manica
Tech/UX:
Director of Technology: Joe Dee
Information Architects: Dale McRae, Daniel Wiseman, Tony Di Ciero
Creative Technologist: Paul Jara
Interactive Developers: Paul Sham, Stephen Hobson, Brad Carson
Experience Assurance Lead: Enzo Licata
Producers:
Senior Producers: Gaetano Carpino, Bonnie Chung
Producers: Chris Webden, Caroline Clarke, Neem BaHa
Director of Production: Catherine Kim
Production Coordinator: Elizabeth Fitzpatrick
Account & Strategy Team:
Managing Director: Andrew McCartney
Business Unit Director: Kaezad Nallaseth
Account Director: Nick Pigott
Account Coordinator: Monica Bialobrzeski
VP Strategy and Innovation: Dino Demopoulos
Client Team:
AVP Digital, Canadian Tire Corporation: Rosie Riolion-Serpa
AVP, Digital Operations & Delivery: Shawn Farmer
Manager, Digital Experience: Vito Casalinuovo
VENDORS:
Apollo Studios
Audio Z
RMW Music
Ole Clear
Talent Payment Services ULC
James TSE Photography
Brought To You By
Sons and Daughters Productions Inc.
Jigsaw Casting Ltd.
Aon Reed Stenhouse Inc.
Blizzard Courier Services Ltd.
Social Media:
Social Media Planner: Parker Mason
Media:
Media Agency: Mediacom
Group Account Director: Chris O'Hara
Associate Account Director: Andrew Tziatis