BOOST Turns Billboards into Reasons to Move

Canada’s got a movement problem. More than half of Canadians aren’t active enough, so BOOST decided to do something bold, and a little unexpected. The idea from Courage bridges creativity, physical engagement, and product purpose - turning everyday touchpoints into moments of real-life activation.

In a first for the brand, BOOST invited Canadians to participate live: every BOOST billboard came with a built-in way to move. Stationary bikes replaced the double O’s in the logo on street ads. Weight plates popped up in gyms. Soccer balls appeared on local fields. And all of it was free for Canadians to pick up, play with and even take home.

The campaign extended nationally with digital out-of-home work that reimagined the O’s in the BOOST logo as hoops, wheels, and moments of motion - proving that even small movements can add up to something bigger. By transforming OOH into something active and functional, Courage turned the medium itself into a living demonstration of what BOOST stands for.

“Every brand talks about activating purpose, but few can literally activate their own name,” Steve Ierello and Hemal Dhanjee, creative directors at Courage. “BOOST gave us that opportunity, and the result was something only this brand could do.

This marks another collaboration between Nestlé Canada and Courage, their agency of record, and a continuation of the brand’s mission to re-energise how Canadians think about nutrition and vitality.