To cut through the clutter of feel-good Winter Olympics advertising and elevate Canadian pride, Sport Chek disrupted the broadcast of the Opening Ceremony with a ‘Disclaimer’ that highlighted the danger and risk athletes face during competition. The ‘Disclaimer’ then went live for 24 hours around Canada, changing the way Canadians felt about our athletes.

To kick off the campaign, Sport Chek deployed its disruptive ‘Disclaimer’ during the Opening Ceremony live broadcast at 6:00 am on February 9, and again during the primetime repeat broadcast at 8:00 pm. Throughout the day, the video content was promoted through pre-roll on YouTube and CBC.ca, through sponsored video posts on social (Facebook, Twitter, Instagram), and several large format OOH video boards, including boards at prominent Canadian landmarks like the Toronto Eaton Centre and Yonge-Dundas Square.

The goal of Sport Chek’s one-day media takeover was to reach as many Canadians as possible and to own the first 24 hours of the Games. To do this, we had to use a multi-touch media mix, and our videos needed to be impactful and disruptive.

The media strategy and breakthrough creative worked together to reach 19.3 million Canadians, with over 66 million impressions – all in 24 hours.