Sports Experts has long dominated the Quebec market. But with new retail competitors, the brand needed to remind consumers why they had chosen the retailer for the past 50 years. To inspire everyday Quebecers, it needed to become their everyday coach. The agency came up with more than 200,000 possible combinations of creative and media, with the campaign saluting those everyday heroes who may never make the Olympic team, but deserve recognition for staying active. A thermal imaging station, for example, measured body temperatures and rewarded commuters with discounts when they worked up a sweat. All they had to do was run up a flight of stairs in a Montreal subway station. For instance, a 70% measure would translate to a 70% discount at Sports Experts. The brand also congratulated those who chose to bike instead of taking a cab in contextual OOH ads. The media plan rewarded every physical effort, big or small, and led to a 10% spike in sales prior to Christmas.