Bell - "Million Dollar Fingers"

We all know the benefits of being active, yet the limited free moments in our days often slip away, consumed by sitting, scrolling, and binge-watching. That’s why ParticipACTION, a not-for-profit organization, launched a new brand platform encouraging Canadians to remove the barriers to physical activity and make room to move.

In the launch spot, a larger-than-life hole serves as a powerful metaphor for the holes of free time we can create in our day. The film begins on a procession of people, all dressed in athletic attire, marching through the countryside each with a curious object—a man pushes 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. Set to Wagner’s ‘Lohengrin’, the scene dramatizes the cathartic feeling of letting go of the things holding you back from living your most active and healthy life.

"While most people understand the importance of being physically active, many find it difficult to integrate it into their daily lives," said Rebecca Jones, Senior Director of Marketing and Communications at ParticipACTION. "This campaign is designed to help Canadians recognize 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."

The campaign was conceived by longtime agency partner Zulu Alpha Kilo.

“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,” said Jenny Glover, Chief Creative Officer at Zulu Alpha Kilo.

Shot by director Nick Roney, the film was co-produced by Spy Films and ProdCo. Post was handled by Nimiopere, Alter Ego, and Boombox Sound.

The national campaign includes Connected TV and linear broadcast spots, with placements on YouTube and Meta and in cinema. The national campaign will run until March 2025 and was developed in partnership with M&K Media.