Earth Day

Earth Day –

Earth Day is Leg Day

Despite multiple transit options, cars are the biggest contributor to greenhouse gas emissions in Canada. So we asked ourselves, why is everyone driving to work, then working out when they get home?

That is how we rebranded Earth Day as…Leg Day. A day to walk and bike to work that would help people catch up on all the leg days they’d skipped at the gym while reducing carbon emissions.

40, 000 participants joined the Earth Day Is Leg Day challenge on Strava.
Strava itself adopted the challenge 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