The National Advertising Challenge briefs went live before COVID-19 sent Canada into lockdown. But the key deliverable of their brief - helping Goodlifers grow Canadian Strong - took on a new meaning in quarantine.

POUND FOR POUND is a program to help GoodLifers and trainers stay “Canadian Strong” together, even while we're separated. This program empowers quarantined Canadians to discover the benefits of working with a trainer today, and helps them to continue on that path when gyms re-open. For every future session a patron purchases with a trainer, they'll receive a free virtual one today. Each patron will be paired with a trainer in their area; over the coming weeks, they'll establish goals and build a rapport. And when the lockdown is lifted, they'll be ready to hit the ground running.

This campaign won silver in the 2020 NACs, the highest honour awarded in its category.