ParticipAction: Everything gets better when you get active by Zulu Alpha Kilo

Date: May 2019
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As part of their latest brand platform work around how 'Everything gets better when you get active', ParticipAction launched the next phase of its campaign that highlights how sex gets better when you get active. This is part of a long-term movement to help shift attitudes and perceptions beyond traditional benefits of physical activity, such as weight loss.

ParticipAction’s research supports how regular physical activity has so many benefits for our bodies and mind, including that it can help promote increased blood flow throughout the body, even down below, which in turn boosts sexual feelings. Because of this, the latest campaign is an opportunity to get personal and remind Canadians about these surprising benefits of physical activity.

The targeted campaign includes digital out-of-home posters in restaurants, social media content, and radio. Each poster features a suggestive image of sporting equipment such as a bike seat, a football, or two badminton birdies, with a double entendre headline that references the physical activity while alluding to sexual activity – ie. ‘Stroke some birdies. Sex gets better when you badminton’. Radio simply showcases the sounds of a physical activity like a squash game or Taekwondo match. At first the sounds are implied to be sexually suggestive before it’s revealed that they were actually just the sounds of a sports game. The spots are signed off with ‘Everything gets better when you get active’.


Client: ParticipAction

Agency: Zulu Alpha Kilo

Chief Creative Officer: Zak Mroueh

Creative Director: Catherine Allen, Ian Simpson

Art Director: Manali Kulkarni

Writer: Dylan Verwey

Agency Producer: Chelsea Elliot, Laura Dubcovsky

Account Team: Robyn Morrissey, Lauren Boultwood

Strategic Planner: Heather Segal

Clients: Rebecca Jones

Media Agency: Cossette

Media Team: Dianne Yu-Kinsey, Erica Goldfarb

Studio Artist: Brandon Dyson, Anna Harju

Recording Studio: Cylinder Sound

Talent Director: Rebecca Whitby

Music Producer/Sound Design: Brad Nelson

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