The word “NOW” in an athlete’s life is ubiquitous. Get up “now” for early practice. “Now” to diving in perfect unison. “Now” to race down their lane ahead of anyone else. “Now” means the difference between winning and losing at infinite different moments in an athlete’s life.
In this integrated campaign, we made everyone realize it wasn’t just “NowOrNever” for the athletes, but also for this city to prove itself, and for Torontonians to see some of the world’s top athletes in their own backyard.
Contribution: Concept and copy for all campaign pieces
