In the campaign videos, we transformed a school gymnasium—a familiar polling place—into an electoral training facility. We then extended the exercise theme beyond the gym and into Quebecers’ everyday lives, using it in student planners, on placemats and coasters at partner restaurants, as well as on Twitch. The space at McGill Metro station turned into a training facility.
Plus the campaign appeared across various news media and on Occupation Double Panamá through a custom integration and sponsorship. On election day, the exercise campaign switched to two wheels: Élections Québec offered free access to BIXI and àVélo bikes from 8 a.m. to 8:30 p.m. to make it easier for voters to get to the polls. Each touchpoint reached voters in a different context, always with the same reminder: Exercise your right to vote.