Prime Video brings a bit of Montana to Toronto

Makers.to executed the stunt in support of Yellowstone's fifth season.

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Kevin Costner’s Yellowstone is a hit show about tensions between cattle ranchers, Indigenous communities and land developers in the wilds of Montana. And recently, the cowpoke vibe was brought to life in the streets of downtown Toronto.

Production agency Makers.to was selected by Prime Video Canada to create a stunt across the city to celebrate season five of its hit show. Makers.to teamed up with Chrysler brand Ram as well as ride sharing service Lyft to drive locals around in replicas of the Dutton Ranch Pickup, the family’s ride of choice on the show.

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Once inside, passengers got an immersive experience including a breakfast fit for a cowboy, screening of the first episode of the new season of Yellowstone, and even a bushel of hay in the backseat.

Makers.to managed all aspects of the execution, including creative, securing the partnerships with RAM and Lyft and managing the entire production of the activation.

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Makers.to previously worked with Prime Video Canada on Prime Video Presents, a 75 mins live show at Massey Hall in Toronto, in which it gave guests a glimpse at a few of the streamer’s upcoming original titles. This included a recently announced documentary on The Tragically Hip to be directed by the late singer Gord Downie’s brother, Mike. Its team produced the media junket segment alongside Golin PR and Rise.

Credits:

Executive Producer: Tiffany Tse
Creative Direction + Producer Lead: Jackie Pal
Producers: Michelle Diomede and Jordan Johnson
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