In 2024, Earth Day fell on a Monday, the start of the working week. We saw this as an opportunity to ask consumers to ditch the solo car for the day and try other means of transport to get to work, such as public transport, cycling, walking or carpooling.
Introducing… Earth Day is Leg Day! Bike, Walk, Run… Skip the car and save the planet.
Widespread gym and health culture constantly talks about 'skipping leg day'; neglecting working out your legs in favour of upper body… so we rebranded Earth Day as Leg Day - a day to make up for skipped leg day exercise.
We developed a partnership with Strava - the largest sports community in the world and created a seamless participation mechanism, tracking program impact and directly engaging with passionate communities.
The "Earth Day is Leg Day" campaign was a resounding success, engaging 42,226 participants across Canada who logged 7,870,382 car-free kilometers saving 1,600,201 kilograms of CO2.
Animation: Gimmick Studio
Creative Team: Leah Burnside & Veronika Radeva