Bold Beautiful Biathlon Calendar

Five of Canada’s female biathletes had found a photographer and a printer who donated their services to help them create a tasteful nude calendar that depicted their athleticism and presented a new, positive body image for young women. The goal was to sell the calendars to raise funds for their upcoming competitive season. To help launch the calendar sales, Chris took the athletes to Corporate Calgary’s core lunchtime haunt, Stephen Avenue, where they did a promotional stunt by rollerskiing down the pedestrian mall wearing race bibs and shorts, promoting the calendar sales. The event quickly garnered international media attention, and was followed up by a spot on the Rick Mercer Report, which pushed the calendar into reprints in order to fulfill demand.


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For Sale Campaign

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Times of Crisis


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