Problem: With opinions of violent American culture at an all time low, Rockstar Games must promote Grand Theft Auto VI to Canadians in a way that resonates.

Insight: Due to factors like inhospitable weather, sports cars are a novelty to Canadians. When one rolls up, it’s like time stops, as everyone stares and snaps photos in excitement.

Idea: Ride the VI. Teaming up with Uber to give customers across Toronto unforgettable luxury commutes. After all, what better place to celebrate GTA than the GTA?