Be active. Scroll less. Everyone has heard the message and yet the limited free moments in people’s days – the “holes” in people’s days – tend to be consumed by sitting, scrolling, and binge-watching nonetheless. ParticipACTION, a not-for-profit organisation, has launched a new brand platform encouraging Canadians to remove the barriers to physical activity and make room to move.

Step one was to make people aware of the time they were frittering away. Step two was to inspire people to use it better. These jobs were given to Zulu Alpha Kilo. Its anthemic launch commercial features a larger-than-life hole that serves as a powerful metaphor for the holes of free time people can create in their day. A procession of people marches towards the hole – one lugs 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.

Wagner’s dramatic Lohengrin, underlines the cathartic feeling of letting go of the things holding you back from living your most active and healthy life.

The commercial was directed by Nick Roney, and co-produced by Spy Films and ProdCo. Post was handled by Nimiopere, Alter Ego, and BoomBox Sound.

 “While most people understand the importance of being physically active, many find it difficult to integrate it into their daily lives,” stated Rebecca Jones, senior director of marketing and communications at ParticipACTION. “This campaign is designed to help Canadians recognise 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.”

“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,” added Jenny Glover, chief creative officer at Zulu Alpha Kilo.

 The national campaign includes connected TV and linear broadcast spots, with placements on YouTube and Meta and in cinema and will run until March 2025.

Credits 
Client: ParticipACTION
Client Team: Elio Antunes, Shauna Pichosky, Rebecca Jones, Maddy Cassidy

Agency: Zulu Alpha Kilo
Chief Creative Officer: Jenny Glover, Brian Murray
Creative Director-Writer: George Ault
Creative Director-Art Director: Jacob Gawrysiak
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 Company: Spy Films

Director: Nick Roney

Executive Producer & 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 & Engineer: Kara MacKinlay

Executive Producer: Umber Hamid
Studio Producer: Henry Eugenio
Production Artist: Sean Lacdan