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ParticipACTION: Mall Walker

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Growing up, we’re always warned about the dangers of peer pressure and falling in with a bad crowd. In a satirical twist on PSA tropes, ParticipACTION’s latest campaign is demonstrating that some groups are worth falling into. Using the tagline 'Fall in with an active crowd.,' the campaign shows the health and social benefits of joining different exercise, sport and activity-based groups by parodying familiar peer pressure tropes. The launch TV spot features a distraught woman talking about how her husband hasn’t been the same ever since joining the Mall Walkers, lamenting how he started dressing like them and worrying he might even be 'doing stairs.' The video ends with the woman warning, “once you become a Mall Walker, there’s no way out.” Recent research conducted by ParticipACTION revealed a prevalent misperception: most people underestimate how many of those around them - their friends, family members and neighbours - are getting enough physical activity. This new campaign aims to correct this misperception by showcasing the physical activity that is happening all around us and positioning movement as the “in thing” that people want to be a part of.
Credits Other credits


Account Manager Robyn Morrissey

Account Manager Jaya Rizzi

Account Manager Sabrina Zavarise

Chief Strategy Officer Heather Segal

Strategist Cameron Fleming

Strategist Kiana Ohori

Producer Francesca Marchese

Producer Lena Hamady

Agency The French Shop

Team Mélanie Duguay

Team Jennifer Lankry

Team Catherine Renaud


Media M&K Media

Media Manager Julie McIlroy

Media Manager Jill McDonald

Media Manager Ron Bijl

Media Manager Jennifer Young

Media Manager Anthony Scattolon


Executive Producer Aerin Barnes

Line Producer Jeff Schwartz

Post Production / VFX Rooster Post Production

Editor Paul Proulx

Edit Assistant Audrey Crunkleton

Producer Sam McLaren

Post Production / VFX Fort York

Colourist Jason Zukowski‚Ā£

Colour Assistant Jose Salinas

Flame Artist Marco Polsinelli

Flame Artist Parker Nugent

Flame Artist Serina Choi

Producer Valerie Moss

Music / Sound Eggplant Music & Sound

Composer Adam Damelin

Executive Producer Nicola Treadgold

Producer Andrew Sekine

Artist Cecilia Bernasch

Artist Pavel Petrycki

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