EARTH DAY CANADA
Earth Day Is Leg Day
Despite plenty of sustainable commuting options, Canadians still drive the most—then hit the gym hard after work. So we thought: why drive all day, then crush leg day at night?!?! That’s why we rebranded Earth Day as Leg Day. Skip the car, use your legs, save the planet, get the gains.
Creating Earth Man was a true blast. We gave him extra-skinny legs since so many folks skip leg day. We’ve got proof however those bad boys bulked up by the end of the campaign. 🦵
40, 000 participants joined the Earth Day Is Leg Day challenge on Strava.
Strava itself adopted the challenge (without telling us 🥲) and turned it into a global movement on their platform, creating over 4 million impressions.
Client: Earth Day Canada
Executive Creative Director: Jeff Da Silva
Creative Director: Matt Fraracci
Animation House: Gimmick Studio
Art Director: Veronika Radeva
Copywriter: Leah Burnside
Audio House: Grayson Music Group
Producer: Sara Teasdale
