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We all understand the benefits of staying active, but our limited free time often gets lost in sitting, scrolling, and binge-watching. That's why ParticipACTION, a not-for-profit organization, has launched a new brand platform aimed at encouraging Canadians to eliminate barriers to physical activity and find time to move
In the launch spot, a massive hole serves as a powerful metaphor for the gaps of free time we can create in our day. The film begins with a procession of people, all dressed in athletic attire, marching through the countryside, each carrying a peculiar object. One man pushes a giant boulder made of screens uphill, another struggles forward entangled in video gaming equipment, and a third inches along the ground, wrapped in a worm of blankets and cushions. As they approach the hole, they triumphantly throw their burdens into the void. Set to Wagner’s 'Lohengrin,' the scene captures the cathartic feeling of letting go of the obstacles that hold you back from living your most active and healthy life.
Who's behind the Fill the Holes campaign?
- Agencies - M&K Media
- Agencies - Zulu Alpha Kilo
- Brand - ParticipACTION
(click on the link to view the agency's Vendor Directory listing)
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