Manulife took over Yonge-Dundas Square for one day this week to promote active lifestyles, with an activation its SVP and chief marketing officer Glenn Hollis called its most experiential OOH campaign yet.

“We’re taking the opportunity to flex our marketing muscles and have a lot of fun with it in the spirit of the new product,” Hollis told MiC.

That product is the Manulife Vitality life insurance program, which gives rewards and offers discounts based on healthy living.

While the campaign to promote Vitality will include television and online banner and video advertising, along with OOH displays throughout Toronto, Sept. 27 was focused on a flurry of health and activity-focused displays at Yonge-Dundas Square.

At the centre of the activation was a boxing ring featuring a large workout computer whose keys were represented by large punching bags. Participants were asked to punch in order to type out a message, which was then displayed on three of the digital billboards surrounding the square, which were also been taken over by Manulife.

Those punching away at the workout computer were guided through by former Toronto Argonauts coach Michael “Pinball” Clemons, who asked them to spell out what they live for.

“The question is a very emotional one, but it’s really at the theme of our campaign,” said Hollis.

The media buy for the campaign was executed by Mindshare, with creative by DentsuBos. A video showing highlights from the day will be produced by Suneeva and distributed online through YouTube and Facebook.

Other elements of yesterday’s Yonge-Dundas Square activation included a free bike tune-up, exercise equipment displays from GoodLife (a brand partner for the Vitality product) and bike vendors handing out fresh fruit.

The online and television ads will begin airing in early October and will continue into mid-November. Digital and poster advertising will also go live near Church and Bloor in Toronto, as well as at the Billy Bishop Airport in the airport’s underground tunnel.

“We have digital advertising along the escalators, but we’ll also have advertising on the stairs themselves, encouraging people to take the stairs instead of the escalator,” said Hollis.

The Vitality product is targeted at customers between 30 and 44.