Nike’s “Better For It” campaign empowered women athletes of all levels to share their journeys and chase new goals, fostering a global community of inspiration. For the Toronto market, LG2 launched a localized OOH campaign encouraging women to get training in the spring, no matter their level of experience.
The four week billboard campaign included six unique boards positioned strategically throughout the city to target 18-24 year-old Torontonian women. Locations were chosen based on where the target audience runs, trains and lives with city-specific messages such as references to the TTC streetcar and Toronto’s incredibly large raccoon population.
To help bring one billboard to life, we installed a robotic mannequin inside the apartment next door. The robot did over 150,000 chin ups for over a month straight.
