Zulu Alpha Kilo: But you’d exercise for better sex

Too tired to work out? Too busy for a game of tennis? Too “it’s all too hard” to exercise regularly? That’s pretty normal. But not very healthy. When Zulu Alpha Kilo analysed research by Canadian non-profit “move more” organisation, ParticipACTION, it found a reason to get moving that trumps most excuses for most people. Moving more makes your sex life better. It can help promote increased blood flow throughout the body, even down below, which in turn boosts sexual feelings.

That became the foundation of the partners’ campaign.

“We have the opportunity within our brand platform to showcase specific ‘betters’ to drive home the benefits of being active,” explained Shauna Pichosky, VP of marketing and communications of ParticipACTION. “By flipping the equation, this allows us to shift perceptions and show Canadians that being physically active is not just about your physical appearance.”

The 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 – eg: Stroke some birdies. Sex gets better when you badminton.

Radio presents the sounds of a physical activity like a squash game or Taekwondo match – being sounds without images, they seem, at first, to be sexual. The spots are signed off with Everything gets better when you get active.

“We wanted to bring a new approach to communicating around physical activity, refresh the imagery and let ParticipACTION speak to different audiences in unique ways,” explained Catherine Allen, creative director at Zulu. “We had an opportunity to showcase real meaning to the lives of Canadians by showing big, bold, unexpected visuals rather than the traditional visuals usually synonymous with being physically active.”

The campaign supports ParticipACTION.com, where information about how sex gets better when you get physically active and the many other benefits of physical activity are housed. It follows the launch of the new ParticipACTION app that helps Canadians meet their personalised goal of physical activity minutes each week.

Credits

Agency: Zulu Alpha Kilo

Chief Creative Officer: Zak Mroueh
Creative Directors: Catherine Allen & Ian Simpson
Art Director: Manali Kulkarni
Writer: Dylan Verwey
Agency Producers: Chelsea Elliot & Laura Dubcovsky

Account Team: Robyn Morrissey & Lauren Boultwood

Strategic Planner: Heather Segal