During the PyeongChang Winter Olympics, Sport Chek wanted to give Canada’s athletes the credit they deserve. So, working with Touché, the brand “hijacked” the Opening Ceremony broadcast at the precise moment when Team Canada was seen parading into the stadium. Sports Experts interrupted the broadcast to deliver a disclaimer ad that warned viewers they should never attempt the feats of Canadian Olympic athletes. That same warning was amplified via ads in newspapers, on websites and radio. The team reinvented each media touchpoint to help Canadians feel the danger and thrill that Olympians experience during the games. Mobile video ads came with a “haptics track,” which made devices vibrate when danger was shown in the spot. The agency used digital billboards to compare the speed of cars to that of a bobsleigh in real-time. And hundreds of Canadians gathered at Yonge-Dundas Square to share supportive tweets for Canada’s athletes in real-time, thanks to a partnership with Twitter.