Canada’s got a movement problem. More than half of Canadians aren’t active enough—so BOOST decided to do something bold, and a little unexpected. The idea, developed by Courage, bridges creativity, physical engagement, and product purpose by turning everyday touchpoints into moments of real-life activation.
Turning OOH into literal activation
In a first for the brand, BOOST invited Canadians to move—live. Every BOOST billboard included a built-in way to be active. Stationary bikes replaced the double O’s in the logo, weight plates appeared in gyms, and soccer balls were placed on local fields—all free for anyone to grab, play with, and even take home.
From static ads to nationwide motion
The campaign extended across Canada with digital out-of-home displays that reimagined BOOST’s signature O’s as hoops, wheels, and dynamic movement icons—reminding people that even small movements can add up to something bigger. By turning OOH into an active and functional medium, Courage transformed advertising into a living demonstration of the BOOST brand promise.
Creativity meets purpose
“Every brand talks about activating purpose, but few can literally activate their own name,” said Steve Ierello and Hemal Dhanjee, creative directors at Courage. “BOOST gave us that opportunity—and the result was something only this brand could do.”
Empowering vitality across Canada
This marks another powerful collaboration between Nestlé Canada and Courage, continuing BOOST’s mission to re-energize how Canadians think about nutrition, movement, and vitality. By turning billboards into exercise tools, BOOST turned its message into real movement—proving that advertising can both inspire and activate.
FAQs about this campaign
What is BOOST’s new OOH campaign about?
BOOST Canada and agency Courage transformed outdoor ads into active installations, encouraging Canadians to move and engage physically with the brand.
How did BOOST integrate movement into its ads?
Billboards featured stationary bikes in the double O’s, weight plates in gyms, and soccer balls on fields—all free for Canadians to pick up and use.
What role did digital out-of-home play?
Digital OOH reimagined the O’s in the BOOST logo as hoops, wheels, and moving symbols—extending the idea nationwide.
Who created the campaign?
The campaign was developed by Courage, BOOST’s agency of record, in collaboration with Nestlé Canada.
What’s the goal behind the campaign?
To inspire movement and re-energize how Canadians think about nutrition, health, and everyday vitality—literally activating the brand’s name.
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