Built-Board

Out-of-Home - Series

2025

LG2, Quebec/Montreal/Toronto
w: lg2.com

Chief Creative Officer: Josh Stein, Nicolas Baldovini, Luc Du Sault VP, Executive Creative Director, Design: Ryan Crouchman Copywriter: Darby Clarke Art Director: Alexandra McGuirk-Penedo Designer: Adam Globa Creative Director: Jeff Cheung, Rana Chatterjee Client: Chicken Farmers of Canada Experiential Production Company: WXM Tech Post-Production House: Triple Threat Entertainment Media Agency: True Media PR Agency: Craft PR Client Services: Stuart Milligan, Aishwarya (Ash) Sharma, Liz Maxwell-Turanski Project Management, Production: Britney Sirianni, Tara Greguric Graphic Production: Lisa Ye, Dylan Hamilton Chief Strategy Officer: Sophie-Annick Vallée VP, Strategy: Keith Barry VP, Account Services: Shelly-Ann Scott

The Built-board: a first of its kind reimagined billboard you could squat, bench, and deadlift. It proved in real-time chicken's power as the top protein—and helped drive a 22% lift in consumption.