2024 Winner

Aiming to establish its presence in North America with a modest budget, French sporting goods retailer Decathlon worked with Rethink to devise a creative activation in the Greater Toronto Area during the summer of 2023. Recognizing that bike theft is a major barrier to sport and accessibility in Toronto, Decathlon introduced a groundbreaking initiative, offering discounts to individuals whose bikes were stolen. The idea was promoted through online video and print ads, along with targeted placements on public bike racks, online marketplaces and bike-sharing stations across Toronto.

The impact was substantial, with a 10% increase in brand awareness in the GTA post-campaign and a remarkable 537% surge in social media engagement. The initiative not only met its immediate goal but also led to a 44.2% increase in bike theft reports, indicating a positive shift in behaviour. Decathlon’s proactive stance resonated with the community, earning invitations to morning shows in the GTA and solidifying its reputation as an innovative and supportive sports retailer.

Credits

Chief Creative Officer: Aaron Starkman, Mike Dubrick, Daniel Lobatón
Chief Strategy Officer: Sean McDonald
Executive Creative Director: Xavier Blais
Writer: Isabelle Neault, Mnrupe Virk, Nicolas Labbé, Xavier Blais
Art Director : Claudia Barbiero, Jean-Nicolas Duval
Head of Strategy: Pascal Routhier
Strategist: Clément Martin, Tanvi Swar
Director of Integrated Content - Print/Studio: Scott Russell, Agnes Gilchrist,
Rahima Rajabali
Producer: Katia Dupuy
Amplification team: Sara Lemmermeyer, Matt Milne, Mégane Landry
Studio: Patrick Kennedy
Group Account Director: Alex Lefebvre
Account Supervisor: Queenie See, Tim Jubinville
Content Photographer/Cinematographer: Nick Greaves
Editor: Alex Bergeron

Client:
Stéphane Fasquel - Digital Leader - eCommerce, Communication & Marketing
Marie-Lou Blais - Director of communications
Philippe Gariépy - Leader communication - Brand, Media and Research