Anti Doping | Pee Is Gold

Commissioned by the Canadian Centre of Ethics in Sports to make a spot on Doping Control in athletics. The purpose was to remove the stigma against the subject and to make Anti-Doping an ‘everyday’ practice in sports. The target demographic was 16-25 & the goal was to get a serious mandate across in a quirky way. Thanks to the strong creative collaboration with the client, we were able to get the message across in an unique yet unconventional way.