Can-Am’s Electric Revolution Breaks the Mould in Motorcycling

As BRP unveils its brand-new line up of Can-Am electric motorcycles, Cossette launches an integrated campaign that shakes up industry norms. Targeting urban riders seeking freedom and adrenaline - both in the city and off the beaten path - the initiative marks a major turning point for the brand, reaffirming its innovative DNA more than fifty years after the launch of its first motorcycles.

Rolled out internationally, the campaign taps into key moments in everyday life when the urge to escape is strongest. Capturing the instant one decides to break free from routine, challenge conventions, and carve their own path, it comes to life through striking visuals, a bold signature, and an immersive sound experience that replicates the rush of high-speed riding. AI played a pivotal role in generating a dynamic library of visuals tailored to each market, positioning Can-Am as more than just a motorcycle brand—it’s an invitation to rediscover the road and the city in a whole new way.

“With this campaign, we focused on emotion and sensation rather than focusing solely on specs and performance. AI allowed us to create an immersive universe that strengthens the bond between riders and their surroundings, with hyper-realistic visuals adapted to diverse urban realities worldwide,” explains Louis-Philippe Tremblay, vice president, creative and technological innovation at Cossette.

“Our new electric motorcycles are more than just Can-Am’s return to its roots; they embody the future of urban mobility as envisioned by Can-Am. With this campaign, we channel the energy and boldness that have always defined our brand while paving the way for a new generation of riders,” adds Elsa Vilarinho, global marketing director, Can-Am On-Road at BRP.

To amplify the message, the media strategy leverages high-impact touchpoints that seamlessly integrate the campaign into riders’ daily lives. Billboards guide passers-by to immersive brand hubs, hyper-targeted content fuels social media engagement, and experiential activations allow audiences to embrace the Can-Am experience before even hopping on a bike. Running from March 2025 to January 2026, the campaign will have a strong presence across Europe and North America.