We all know the benefits of being active, yet the limited free moments in our days often slip away, consumed by sitting, scrolling, and binge-watching. That’s why ParticipACTION, a not-for-profit organization, launched a new brand platform encouraging Canadians to remove the barriers to physical activity and make room to move.
In the launch spot, a larger-than-life hole serves as a powerful metaphor for the holes of free time we can create in our day. The film begins on a procession of people, all dressed in athletic attire, marching through the countryside each with a curious object—a man pushes a giant boulder made of screens uphill, another labours forward entangled in video gaming equipment, and another inches along the ground in a worm of blankets and cushions. As they approach the hole, they triumphantly throw their barriers into the void. Set to Wagner’s ‘Lohengrin’, the scene dramatizes the cathartic feeling of letting go of the things holding you back from living your most active and healthy life.
“While most people understand the importance of being physically active, many find it difficult to integrate it into their daily lives,” said Rebecca Jones, Senior Director of Marketing and Communications at ParticipACTION. “This campaign is designed to help Canadians recognize the barriers to staying active and inspire them to make room to move. We’re thrilled to see this important message brought to life in such a novel way.”
The campaign was conceived by longtime agency partner Zulu Alpha Kilo.
“We wanted to capture that moment of empowerment when people decide to make room for themselves — to get active, recharge, and prioritize their health. It’s about breaking free from the things that weigh us down and embracing the joy of movement,” said Jenny Glover, Chief Creative Officer at Zulu Alpha Kilo.
Shot by director Nick Roney, the film was co-produced by Spy Films and ProdCo. Post was handled by Nimiopere, Alter Ego, and Boombox Sound.
The national campaign includes Connected TV and linear broadcast spots, with placements on YouTube and Meta and in cinema. The national campaign will run until March 2025 and was developed in partnership with M&K Media.
ABOUT PARTICIPACTION
ParticipACTION is a Canadian non-profit charitable organization and an enduring part of Canada’s physical activity history, encouraging people to get healthy by getting active since 1971. Through our award-winning public education campaigns, best-in-class thought leadership and innovative engagement initiatives, we’re working to build a more resilient and accessible culture of movement by removing barriers and creating opportunities for everyone living in Canada to make room to move in their daily lives. ParticipACTION is generously supported by the Government of Canada. Learn how ParticipACTION has been moving Canadians for over 50 years at ParticipACTION.com.
CREDITS
Client: ParticipACTION
Agency: Zulu Alpha Kilo
Chief Creative Officer: Jenny Glover, Brian Murray
Creative Director/Writer: George Ault
Creative Director/Art Director: Jacob Gawrysiak
Clients: Elio Antunes, Shauna Pichosky, Rebecca Jones, Maddy Cassidy
Account Team: Robyn Morrissey, Jaya Rizzi, Ela Profka, Nicole Pagano
Chief Strategy Officer: Heather Segal
Strategy Team: Cameron Fleming, Kiana Ohori
Director of Integrated Production: Ola Stodulska
Producer: Steven Czikk
Media Agency: M&K Media
Media Team: Jill McDonald, Jennifer Young, Faebri Michetti, Van Doan
Production House: Spy Films
Director: Nick Roney
Executive Producer and Partner: Marcus Trulli
Executive Producer: Aasttha Khajuria
Editorial: Nimiopere
Editor & Partner: Graham Chisholm
Assistant Editor: Shalini Menon
Executive Producer: Jenna Edwards
Colour & VFX / Finishing: Alter Ego
Senior Colourist: Eric Whipp
Head of VFX: Darren Achim
VP & Executive Producer: Hilda Pereira
Producer: Mariya Guzova
Audio House: Boombox Sound
Creative Director: Chris Stilladis
Sound Designer and Engineer: Kara MacKinlay
Executive Producer: Umber Hamid
Studio Producer: Henry Eugenio
Production Artist: Sean Lacdan
