TYPE:
Advertising Campaign
ROLE:
Art Direction · Graphic Design
TEAM:
Jelaica, Maureen
YEAR:
2026
Overview
This campaign was developed in collaboration with a Creative Director from McCann for a Petro-Canada advertising brief. With ice being one of Petro-Canada’s top-selling products, the challenge was to turn an everyday purchase into the foundation for a campaign. Our team created the “Ice Truck” concept, transforming Petro-Canada’s ice into a mobile brand experience that could extend across multiple campaign touchpoints.
Challenge
Ice is a simple, need-driven product that people typically seek out only when they need it. The challenge was to create more value around such a functional purchase while using the experience to build awareness of Petro-Canada. How could we make buying ice more engaging and turn it into a reason for customers to connect with the brand?
The Idea
Our big idea was the Ice Truck. Instead of waiting for customers to come to the ice, we brought the ice to them. By showing up where and when people needed it, we aimed to turn a simple purchase into a memorable interaction with Petro-Canada. Customers received snow cones along with $1-off ice coupons for their next purchase at Petro-Canada, extending the experience beyond the truck and encouraging a future visit to the store.
Presentation
The idea was selected as the top concept among the participating teams.
