Every medium was transformed into a speed medium: Magazine - the red line extension around the magazine. In cinema -“The movie is about to start, do you have your popcorn yet?” appeared then an actor would jump out of his seat running and return mere seconds later with popcorn and a drink in hand…then “You're faster than you think… Nike” appeared. Malls - experience the “speed” story with 35m race tracks. Subway cars - red strip combined with decals of athletic muscular legs to replace those of commuters.

Included a magazine first execution of its kind in the world! The case won two golds at the 2004 Canadian Media Innovation Awards for Magazine and Campaign.