Driving your future

With over 10,000 young people on their waitlist, Big Brothers Big Sisters of Canada needed to inspire a new generation of volunteers. In partnership with Mercedes-Benz Canada, we developed a television spot featuring Canadian racecar driver Marc Lafleur—whose story is a direct reflection of the program’s impact.

 
As a former Big Brothers Big Sisters mentee, Marc’s journey from being supported as a young person to achieving success on the track made him more than just a recognizable face—he became proof of what mentorship can unlock. His connection to driving also created a natural link to Mercedes-Benz, allowing us to tell a story where guidance, ambition, and opportunity intersect.

 
To build on the spot’s success and drive further participation, we launched a series of events for ‘Bigs’ and ‘Littles’ under the Mercedes-Benz Driving Your Future initiative. We developed a full activation toolkit for dealers, including stickers, posters, DMs, tote bags and branded merchandise to support local engagement.