Retro TV screen with red and white Petro Canada truck called "ICE, EH?" with ice cubes visible through top hatch.

Client

Petro-Canada

TEAM

Jeleica Ballestos (Art Director)
Maureen Guillermo (Art Director)
Sujin Shin (Graphic Designer)

PROBLEM STATeMENT

Given that Petro-Canada sell so much Ice year round, how might they leverage that to do some culturally relevant things to keep Petro-Canada top of mind.

Because when Canadians need ice, Petro-Canada brings it to them.

Red and white Petro-Canada truck shaped like an ice cooler filled with ice blocks and labeled 'ICE EH?' parked on an asphalt surface with trees in the background.Collage of a red and white Petro-Canada ice cooler truck labeled 'ICE EH?' serving ice in various outdoor settings including a campsite, beach, park with city skyline, and a group of children at a campground.Schedule showing the Ice Eh? tour dates across Canada with stops in British Columbia, Edmonton, Ontario, and Montreal from May to August.Instagram post showing Ice Eh? summer route across Ontario with stops at provincial parks and beach, and a schedule for July events.Petro-Canada red cups with QR code, a smartphone displaying a $1 off coupon for a bag of ice valid until September 1, 2026, and a sign offering 2 free snow cones with purchase of a bag of ice.

FORM BY DESIGN

BODY DYSMORPHIA IS REAL

------ COPYRIGHT 2025 JELEICA BALLESTEROS ------