Canadian Tire // Ice Truck

Last winter, Canadian Tire released a car battery that will start in extremely cold temperatures. To illustrate this new technology they built a fully functional truck out of ice, froze the battery to -40°C and drove the truck through the streets of Hensall, Ontario.

Canova Media asked me to direct a short documentary capturing the truck-building process. We traveled to Ice Culture in Hensall to witness the conception, testing, and construction of the ice truck, and we captured the monumental 1.6 km drive as the ice truck set a world record.

This documentary video was part of a larger campaign by media agency Touché PHD, Taxi Canada, Fuse Marketing, North Strategic and Notch Video. The campaign has been shortlisted and won awards at numerous international advertising festivals including Cannes Lions, Marketing Magazine and Digi Awards.

EDITOR: Chris Murphy (Relish Editing)
MUSIC: Dan Griffin