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Everything Gets Better - Out of Breath Radio

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ParticipACTION is a Canadian non-profit that encourages physical activity. Their new brand platform has been reminding Canadians that Everything Gets Better When You Get Active, including sex. For Valentine’s Day, a series of radio ads featured the sounds of a physical activity that appear to be sexually suggestive before it’s revealed that they were actually the sounds of a sports game.


Advertiser: ParticipACTION

Clients: Rebecca Jones

Creative Agency

Creative Agency: Zulu Alpha Kilo

Chief Creative Officer: Zak Mroueh

Creative Director: Ian Simpson/Catherine Allen

Art Director: Manali Kulkarni

Writer: Dylan Verwey

Agency Producer: Chelsea Elliot

Account Team: Robyn Morrissey, Lauren Boultwood

Strategic Planner: Heather Segal

Media Agency

Media Agency: Cossette

Media Team: Dianne Yu-Kinsey


Recording Studio: Cylinder Sound

Talent Director: Rebecca Whitby

Music Producer/Sound Design: Brad Nelson

Zulu Alpha Kilo, 3 years ago