Decathlon wanted a press-worthy act to accompany their GTA spring campaign that would raise awareness of their brand. So we honed in on a strong and relatable insight - in Toronto, bikes get stolen a lot. We connected it to our mission to make sports accessible for all, and came up with an idea that would get victims of bike theft back on the saddle as fast as possible.
ECD: Xavier Blais
CWs: Isabelle Neault, Nick Labbé & myself
ADs: Claudia Barbiero & Jean-Nicolas Duval