Nike wanted to reignite the passion of its competitive female target by introducing a refreshingly honest voice to them where they worked, trained and lived. As part of this hyper-local OOH campaign, we decided to stop our target in her tracks by bringing one billboard to life, quite literally.

We pushed the boundaries of traditional outdoor media and negotiated the placement of a robotic mannequin doing chin-ups inside the apartment next to our billboard for an entire month. Telling our target they have some competition is one thing; showing them that competition is quite another. The printed word has to work harder these days, and this execution took that to heart.

The localization of the "Better For It" initiative through creative uses of OOH space where our target worked, trained and lived, served as a catalyst for Nike Canada's social activity. From the week before the outdoor launch, to the campaign's conclusion, Facebook and Instagram posts and Tweets from Torontonians showcasing the chin-up execution exploded on social media, leading to 11 times more "Better For It" hashtag mentions and over six million impressions. The chin-up execution also garnered national and international media attention.