This project was created for Petro-Canada and focuses on one of the brand’s most common purchases: ice. The campaign is built around the maple leaf sign that sits above the ice freezers at Petro-Canada locations. When the temperature rises above 25°C, the maple leaf lights up and signals “Ice Time.”

The goal is to bring attention to ice in a simple and instinctive way. On a hot day, even someone who enters Petro-Canada without thinking about buying ice might see the temperature display and the Ice Time message and suddenly feel the urge to grab a bag of ice. The concept uses heat and timing to trigger a small everyday impulse and remind people that ice might be exactly what they need.