Cindy Klassen: OOH, transit wrap, digital 

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To be honest, I’m not entirely sure that anyone outside of the competitor’s immediate family watches non-Olympic speed skating. So how do we leverage a sponsored speed skater to sell TV’s? By hyping the one thing people do understand about the sport – speed.

We used floor decals and approximated how fast it would take Cindy Klassen to cross that space. It gave viewers an idea of how fast she actually moves. The objective, get people interested enough in speed skating they would want to watch it on a TV that displays it well (the Sony BRAVIA rapid frame rate technology)