Clearly Canadian Feat: Shania Twain

The Objective

Clearly Canadian’s goal was to power its first major advertising campaign in over three decades and reclaim its cultural relevance. With a nostalgic yet modern approach, they sought to drive brand awareness, consumer excitement, and re-establish themselves as a household name. Partnering with Canadian music icon Shania Twain, the campaign aimed to position Clearly Canadian as a refreshing national treasure reborn.

The Project

Content Division was commissioned to produce the hero photography and behind-the-scenes video content for the campaign. This included:

High-impact hero photos of Shania Twain for campaign use—across digital, print, and in-mall displays.

Behind-the-scenes video capturing the production process, Shania’s stunts, and the campaign’s narrative moments, designed for social and press outlets.

Our visuals supported the campaign’s prominence across mainstream media and reinforced the brand’s comeback story.

The Results

The ad campaign launched as Clearly Canadian’s first national advertising effort since 1991, immediately generating buzz.
Business Wire
Retail Insider

Media coverage was widespread, including features in People, Parade, Billboard, Muse by Clios, Retail Insider, Strategy Online, Country Living, and more.
People.com
Parade
Campaign Canada
Muse by Clio
Retail Insider
Strategy Online
AXS TV
Country Living

The campaign’s star power and visual storytelling resonated with audiences, sparking nostalgic excitement and renewed demand for the product. Even post-launch, the top comment across many social posts was, “Where can I find it?!”
Business Wire
Retail Insider
Strategy Online

Content Division’s photography and BTS footage played a vital role in creating a premium, cinematic identity for the campaign that elevated Clearly Canadian’s storytelling. Our assets uniquely positioned the brand as both timeless and fresh, reinforcing its identity across media and retail channels.