Global’s reality series, Big Brother Canada, was returning for a fifth season, and generating awareness and excitement around the premiere of this fans vs. favourites season was top priority. Rick, through his work with MPOSSIBLE Events, was tasked with an experiential activation that would deliver this excitement along with ratings for the premiere episode.

The Strategy

From its origins on the Slice network to Global the Canadian version of the worldwide reality show had seen steadily increasing ratings from a fervent base of fans. Our research showed many of these fans had taken the entire four season journey, and loved to discuss the highs and lows of Big Brother Canada online. This led to higher than usual engagement for a reality show, which led us to land on an idea of finding a way to allow fans to experience one of the show’s elements or challenges in real life, and give them a way to engage and share leading up to the premiere.

How We’d Do It

The idea was to pull a beloved challenge from the first four seasons of Big Brother Canada and bring it to an extremely public place, where show fans could see what it was actually like to be part of the show. March in Toronto provided the unique opportunity to bring one of the show’s most famous challenges – Human Curling – to life, right in the centre of Yonge Dundas Square.


  • Two-day replication of the Human Curling challenge with trained ambassadors helping push show fans down the rink on a large block of ice in the middle of Yonge Dundas Square.
  • Full media takeover with the Big Brother Canada Human Curling surrounded by digital billboards and live radio on site by Toronto’s 102.1.
  • Human Curling broadcasts featuring the stars of ET Canada and Global’s The Morning Show.
  • Social media content, including an exclusive Snapchat geofilter.

Big Brother Canada Case Study Results

The Big Brother Canada Human Curling stunt gained coverage from Global, ET Canada, 102.1 The Edge, The Morning Show, Toronto Star, and dozens of media personalities and former houseguests.

Most importantly, the fifth season premiere won its time period against the desirable Adults 25-to-54 demographic nationally with 1.164 million viewers. The show was able to hold on to these ratings throughout its 29-episode run, ending its run at over 1 million viewers and the 24th highest rated show of the week in Canada.