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.
Credits
Client 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.
Tonal, the strength training system combining revolutionary digital weight technology with personalized, AI-powered coaching, has introduced its new brand platform, “Power Progress,” and advertising campaign developed in partnership with Quality Experience (QX), the creative independent agency founded by Ari Weiss.
Directed by Aube Perrie of Pulse Films (UKMVA Director of the Year 2023 & 2024, UKMVA Best New Director 2021 and Webby’s Best Music Video 2022) with visual effects from The Mill NY, this brand film contrasts how the heavy chains of the past still shape how we work out today, with Tonal representing the future of fitness.
In addition to the brand film, the campaign includes cutdowns ranging from 90 seconds to 15 seconds, with even the shortest spot clearly connecting the old and the new. French director Perrie’s body of work includes music videos for Harry Styles, Megan Thee Stallion, and RM’s “LOST!”
“Sports marketing has had a long history of breakthrough advertising,” said QX creative chairman Weiss. “We wanted to launch with an idea as disruptive as the product itself. Not an easy bar to live up to. Like any great idea the insight is dead simple but the execution is unexpected and riveting. Great sports marketing doesn’t happen without great sports marketers and the team at Tonal shared our ambition to make the marketing as disruptive as the product.”
