Get That Feel-Good Feeling

Venue

Awareness

Lead Generation

Engagement

OOH

IP Usage

Signage

In-Venue Activation

Goodlife was looking to create a meaningful partnership with MLSE to help position themselves as a culturally relevant brand. This season, they wanted to drive awareness, educate, and create dialogue around the importance of the mind-body connection; aligning with Raptors & Leafs target audiences. Through in-arena takeovers and OOH signage, Raptors and Leafs fans had high visibility to Goodlife's key messaging and access to a free-trial.

THE PROBLEM

Goodlife Fitness was seen as an outdated, "big box" brand, with Raptors and Leafs fans viewing it as just a gym.

THE ASK

Connect positive mental health to the feel-good feeling of sports and fitness through impactful messaging with simple and fun execution.

CREATIVE INSIGHT

Working out delivers the same rush fans feel watching the Leafs and Raptors—an adrenaline-fueled experience that mirrors game-day excitement. GoodLife channels that energy into every workout.

THE IDEA

Get That Feel-Good Feeling- A signage focused campaign featuring split-screen images that capture fans displaying the same "feel good" expressions, both during a workout at GoodLife and as a fan in Scotiabank Arena.