We all know the benefits of being active, yet the limited free moments in our days often slip away, consumed by sitting, scrolling, and binge-watching. That’s why ParticipACTION, a … read morenot-for-profit organization, launched a new brand platform encouraging Canadians to remove the barriers to physical activity and make room to move. In the launch spot, a larger-than-life hole serves as a powerful metaphor for the holes of free time we can create in our day. The film begins on a procession of people, all dressed in athletic attire, marching through the countryside each with a curious object—a man pushes a giant boulder made of screens uphill, another labours forward entangled in video gaming equipment, and another inches along the ground in a worm of blankets and cushions. As they approach the hole, they triumphantly throw their barriers into the void. Set to Wagner’s ‘Lohengrin’, the scene dramatizes the cathartic feeling of letting go of the things holding you back from living your most active and healthy life.
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