Selection of Discovery Channel Microsite screenshots.

Jeep Canada & Discovery Channel Brand Partnership Microsite

From surfing in Tofino to climbing the Rockies, Jeep’s online series “Life is Calling” takes audiences on a journey to some of Canada’s most surprising outdoor destinations.


Looking to appeal to adventure enthusiasts and consumers with an activity-centric lifestyle Jeep Canada partnered with Bell Media’s Discovery Channel to produce an exclusive digital campaign showcasing a pair of adventure photographers exploring Canada. Throughout the summer of 2015, video and online production teams would capture content from across the country with the objective of sharing these stories online.


As a long-term partner of Bell Media’s in-house digital team, MitreBox UXD worked in close collaboration with the brand partnership and Discovery Channel teams. Building on insights garnered from similar productions in years past, the MitreBox UXD team aimed to provide a robust framework for storytelling and user engagement. Leveraging a combination of streaming video and engaging image galleries, allowed site visitors to share in the adventure. Special attention was paid to sponsorship activations, and driving visitors to enter a contest offering the chance to win a 2015 Jeep Cherokee, Jeep Renegade or weekly prizes.


Weekly episodic teaser spots aired on the Discovery Channel, driving viewers online to an immersive and engaging digital road trip off the beaten path. In the exclusive eight-episode series, hosts Roberto and Bella “The Expeditioners” invited viewers to explore historic, and adventurous destinations – a wonderland of scenic gems tucked away in the far corners of Canada.


2015 Media Innovations Awards, Marketing Magazine
  • Bronze – Branded Content
  • Bronze – Cars and Automotive Services
2015 Digi Awards, nextMEDIA
  • Finalist – Best in Branded Content
2016 Rockie Award, Banff World Media Festival
  • Nominee – Brand Content

Services Provided

MitreBox UXD worked closely with the Discovery Channel team to provide the following services:

  • Vision & Objectives Workshop
  • Stakeholder Consultation
  • Competitive Analysis
  • Information Architecture
  • Wireframes & Prototypes
  • Responsive Rapid Prototype

Feel free to browse our portfolio and check out more of our work.

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LOGO - Royal College of Dental Surgeons of OntarioLOGO - Toronto 2015 Pan Am / Parapan Am GamesLOGO - CogecoTVLOGO - TD Bank