Maxi nutrition: everyday champions

(It's protein milk)

Protein isn’t just for athletes and gym-goers. Protein helps everyone overcome challenges in their everyday lives. 
So instead of endorsing famous sports champions, we sponsored real, everyday people. Then we created a fun OOH campaign around them, treating them just like sports brands would treat the greatest athletes in the world.


We surprised people with a digital board that went from talking to them to featuring them. 
Then Amir Kahn (World Champion/Olympic Boxer) presented them with their own poster.


We also opened the campaign up to anyone who wanted to be featured in their own Everyday Champions poster. 

Agency: CHI&Partners NY
ECDs: Jeff Anderson & Isaac Silverglate
AD: Chris Dumas & Sean Park
CW: Alejandro Castro & Nicholas Bauman