Muse Creative Awards | International Advertising Awards

Canada

2019

Sex Better

Entrant Company

Zulu Alpha Kilo

Category

Audio

Client Name

ParticipACTION

Sub-Category

Radio AD Series

Non-profit ParticipACTION exists to get Canadians to sit less and move more. Studies show 83% of the nation believes physical inactivity is a more serious issue than alcohol and tobacco, yet 8 in 10 adults donu2019t meet minimum activity requirements for health. And most health advocacy communications promoted simple tips to keep active, but 41% of Canadians would rather be doing something else.

ParticipACTION launched 'Everything gets better when you get active', a platform that would reframe activity as the way to reach all the priorities and goals they seek in life and provide an opportunity to get personal and remind Canadians about these surprising benefits of physical activity.

And with Valentine's Day approaching, ParticipACTION had the opportunity to use a national holiday that celebrates intimacy to deliver a message to a targeted, receptive audience on how even sex can get better with physical activity.

The radio executions showcase the sounds of a physical activity like a squash game or Taekwondo match. At first the sounds are implied to be sexually suggestive before it's revealed that they were actually just the sounds of a sports game. The spots are signed off with 'Everything gets better when you get active.'

Muse Digital Awards Sex Better

Credits

Chief Creative Officer
Zak Mroueh
Creative Director
Ian Simpson
Art Director
Manali Kulkarni
Writer
Dylan Verway
Agency Producer
Chelsea Elliot
Account Team
Robyn Morrissey, Lauren Boultwood
Strategic Planner
Heather Segal
Client
Rebecca Jones
Media Team/Cossette
Dianne Yu-Kinsey, Erica
Recording Studio
Cylinder Sound
Talent Director
Rebecca Whitby
Music Producer/Sound Design
Brad Nelson
More Platinum Winners
2019Italy
Invite To work

ISIA New Visual Identity

Entrant Company

Intornodesign

Category

Promotions (NEW)




2019Canada
Invite To work

Trigger Change - Bullet Point

Entrant Company

Zulu Alpha Kilo

Category

Other Outdoor Advertising ___




2019Israel
Invite To work

TNX- Inspired by the Mentally Challenged

Entrant Company

OPEN

Category

Nonprofit




2019United States
Invite To work

500+ The Ride of a Lifetime

Entrant Company

Roswell Park Comprehensive Cancer Center

Category

Documentary




Muse Creative Awards\