TELUS — IRONMAN Mont-Tremblant

Together with Tribu Expérientiel, we designed a custom video station at the Mont-Tremblant IRONMAN event. There, athletes’ family and friends could record a short video message of encouragement, and a personalized graphic featuring the athlete’s name was instantly added to it. Sharing agents then helped them receive their video via email.

Thanks to the RFID wristbands the athletes were wearing, their video was projected onto a giant screen—complete with sound—just as they approached the finish line. This was a one-of-a-kind brand activation, both for the athletes’ loved ones and for the athletes themselves: the element of surprise just before the finish added an extra layer of intense emotion.