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’.
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