XPS is BRP‘s line of oils and cleaning products specifically designed for Rotax engines used in Ski-Doo, Can-Am Spyder, Sea-Doo, and Can-Am all-terrain vehicles. After an enormous amount of internal branding done for the product line, BRP’s communications team commissioned Brad to develop a strong visual platform to effectively position XPS in its ultra-competitive market.
As part of the advertising campaign, Brad highlights BRP ambassadors within environments that are specific to each category of recreational vehicle product. Targetting owners of Ski-Doo, Can-Am Spyder, Sea-Doo, and Can-Am all-terrain vehicles, the “Chart New Territory” slogan emphasizes the idea of XPS’s unmatched performance. The campaign’s visuals use colour schemes that evoke the adrenaline rush felt during epic rides. The central idea is to put extra emphasis on the products’ high performance.
The poster campaign will take place across North America in a variety of media.