For 35 years, the number 686868 has helped connect millions of youth in Canada to Kids Help Phone as their text line, reaching out for mental health support at any time. Now, the 686868 Circuit is bringing these numbers to the world of sport by transforming them into a modular exercise circuit. But it’s more than just a workout. The everyday practice of counting reps has been turned into a reminder for young athletes to let their feelings out.
Launching the campaign from McCann Canada is this hero film directed by Mark Zibert of production house Scouts Honour featuring Kids Help Phone’s athlete ambassadors, Andre De Grasse, William Nylander, Marissa Papaconstantinou, Kelly Olynyk, Penny Oleksiak and Kia Nurse, alongside real youth to show the less glorious side of sport: the side filled with doubt, comparisons and criticism. The film features the original Queen track and sporting anthem, “We Are the Champions” to underscore the message that “Even champions need champions.”
Among the Canadian athletes featured are many who will be competing in the upcoming Olympics.
The overall campaign includes downloadable 686868 Circuits created in partnership with athletes, social videos of them discussing their own mental health and completing their unique 686868 Circuits to inspire more people to join the movement.
REGISTRATION REQUIRED to access this page.
Already registered?
LOGIN
Don't have an account?
REGISTER
Registration is FREE and FAST.
The limited access duration has come to an end. (Access was allowed until: 2024-07-26)
Credits
Client Kids Help Phone Agency McCann Canada Ian Mackenzie, Josh Stein, chief creative officers; Athina Lalljee, Fernando Salvador, creative directors; Megan Burrow, copywriter; Genevieve Mallette, French copywriter; Olivia Hashka, sr. art director; Mitch Houlahan, designer; Ana-Maria Triana, sr. digital designer; AJ Jones, chief strategy officer; Josh Hansen, VP, strategy; Alexandra Montgomery, sr. strategist; Stef Fabich, SVP, director of production; Aloha Soimaud, Montreal producer; Jana Tuck, sr. producer. Production Company Scouts Honour Mark Zibert, director/DP; Eric Kaskens, DP; Simon Dragland, Rita Popielak, exec producers; Stephen Hosier, 2nd unit DP; Thomas Dagg, photographer; Tricia Zaremba, creative research; David Dennis, production designer; Kate Day, stylist. Casting Jigsaw Casting Editorial Nimiophere Steve Puhach, editor; Laura Corredor, assistant editor; Hannah Stone, producer; Julie Axell, exec producer. VFX/Online Tantrum Studio Davide Di Santo, Dan Ciancone, Piers Larchet, compositors; Dominik Bochenski, VFX creative director; Victoria Holt, VFX exec producer. Audio Grayson Music Lowell Sostomi, audio director; Eric Hulme, audio engineer; Warren Bray, music supervisor; Kelly McCluskey, audio exec producer; Ben Swarbrick, Eric Hulme, sound designers. French Audio Audio Z Vanessa Sansfacon, French producer.
The Most Interesting Man in the World has rediscovered his most interesting self--and as a result, the beloved Dos Equis spokesman and his tongue-in-cheek sense of humor have returned as LePub NY rolls out a campaign which includes this hero spot set to debut on the College Football Championship Game on Monday, January 19.
Actually the Most Interesting Man is back due to popular demand. The star of the “Stay Thirsty” campaign which became a cultural phenomenon rode off into the sunset in 2016. Now, 10 years later he’s back--as explained by Alison Payne, chief marketing officer, Heineken USA. “We knew the public thirst was massive: Our research found that 83% of people exposed to the original campaign wanted to see it return, and the old ads drove an incredible 97th percentile brand recall in recent testing,” said Payne. “While this campaign has been off the air for nearly a decade, the love for The Most Interesting Man in the World never faded. That’s why we’re relaunching the ‘Stay Thirsty’ campaign to drive excitement among fans and inspire a new generation to be bold, be curious, and stay thirsty for new adventures because an interesting life is full of stories, ones that you will want to tell your friends about over a beer--preferably Dos Equis of course.”
Ivan Zacharias of production house SMUGGLER directed the spot, which opens up opportunities across varied marketing fronts, some of which were explored in a teaser campaign in which our protagonist is the Least Most Interesting Man before his memory is jogged--by a bottle of Dos Equis-- as to who he really is. Among the teaser premises is one in which our hero is mired in the mundane, picking plain yogurt as his favorite. Jim Curtis, chief creative officer at LePub New York, said,... Read More
