Working for McCann Canada on an extended contract, we were asked to give new meaning to Petro-Canada’s tagline ‘Live by the Leaf’. Sort of reposition it to show how their brand and fuel products are still the backbone keeping our daily Canadian life moving.

It was a quick one. Briefed Labour Day, we were on set and shooting by Thanksgiving, less than six weeks from brief to conceptualization to pre-production, including choosing a Director.

I do wish client had gone with the tagline: ‘Where Canada Gets Going’ but hopefully the positioning line gives Petro-Canada the flexibility they need as we all reshape our relationship to fuel products and the economy. I feel it gives them a lot of leeway to explore new avenues and forms of communication.

Copywriter: Andrew Bradley (me)
Art Director: Adil Abdel-Gabar
Creative Director: Bill Schaefer
Strategist: Ally Montgomery
DIRECTOR: Michael Clowater
DOP: Stuart Campbell
EDITOR: Mikaela Bodin (Rooster)