Rediscover Freedom at 60 with Cossette and Can-Am

At 60 years old, you have around 1,000 weeks left to fully enjoy life. With that in mind, Can-Am is flipping the script on aging with a bold new global campaign developed by Cossette that challenges people to embrace freedom without compromise—on three wheel vehicles.

“This campaign is built on a simple truth: a largely overlooked audience is stepping into a brand-new chapter of life,” said David Thomas, vice-president, strategy, at Cossette. “They’re actively seeking out a unique experience—and only Can-Am’s three-wheeled vehicles can deliver it.”

“We’re talking about rediscovered freedom. A new way to take control of your future, far from the everyday constraints,” added Elsa Vilarinho, global marketing director, Can-Am On-Road, at BRP.

The campaign celebrates a pivotal life moment: when choices are no longer driven by obligation, but by a deep desire for freedom. According to several behavioural health studies, notably those compiled by the National Library of Medicine, a clear phenomenon is emerging: as people age, they seek to live more intensely than ever before.

Launched globally in spring 2025, the campaign is supported by a revamped media strategy rooted in the real lives of the target audience. From traditional placements like magazines to eye-catching social content and immersive experiential events, Cossette prioritised touchpoints that let people feel the freedom of Can-Am—before even hitting the road.