Built-Board

Out-of-Home - Series

2025

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

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.

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