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.
CreditsClient 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.
Top Spot of the Week: Director Jake Scott, Paramount Brand Studios “Make Your Gameday Epic” In “Gladiator II”-Inspired Pepsi Spot
Nearly 20 years after Pepsi’s “Roman Empire” made its mark on pop culture, the brand is returning to the arena with a colossal Gladiator-themed campaign titled, “Make Your Gameday Epic™.” Celebrating the start of the 2024 NFL season and the highly anticipated release of Paramount Pictures’ Gladiator II in theaters on Nov. 22, this short film--directed by Jake Scott via RSA Films for Paramount Brand Studio features Megan Thee Stallion, as Empress Megan, leading a legion of NFL superstars turned Gridiron Gladiators, including Josh Allen, Derrick Henry, Justin Jefferson and Travis Kelce, locked in an epic battle with ice-cold Pepsi at the heart of the action. A brand-new gameday anthem from three-time, Grammy award-winning artist Megan Thee Stallion soundtracks the campaign. The unmistakable “boom, boom, clap” from Queen’s epic track “We Will Rock You” is featured on a fresh sample with cutting new lyrics from Megan. The new track became available on all major music streaming platforms, and ahead of Megan hosting the 2024 MTV VMAs last night (9.11), where the track and music-video inspired spot were heard and seen throughout the show. “I’m honored to follow in the footsteps of the legends who appeared in this Gladiator campaign 20 years ago and proud to have carved my own new legacy,” said Megan Thee Stallion. “Pepsi really brought the worlds of music, sports and entertainment together in a powerful way to set off the new NFL season.” The spot opens with Lamorne Morris and Jake Lacy peering into a can of Pepsi Zero Sugar as it transforms into a colosseum. Empress Megan calls the shots, and the royal roster of NFL players are at her command as they all vie for her favor and a sip of an ice-cold Pepsi... Read More