Toast Studio, a branded content agency, launches “Outrun”, a series produced for Biotherm Homme (http://outrun.canoe.ca).

The “Outrun” series

Available in both English and French, the 20-episode series follows extreme athlete Sébastien Sasseville as he runs across Canada, from coast to coast. His itinerary will cover 7,500km — the equivalent of 180 marathons! — which he will complete over the course of nine months.

In 2002, Sebastien was diagnosed with type 1 diabetes. His pan-Canadian adventure is the most recent feat in a series of extraordinary physical challenges which he has undertaken to prove that everything is possible, and that nothing should stand in the way of one’s desire to reach his objectives. The 7,500km run began on February 2nd in St-John’s, Newfoundland and if all goes well, will end on November 14th 2014 in Vancouver, British Colombia.

The link with Biotherm Homme

The affinities between Sébastien Sasseville’s self-imposed challenge and Biotherm’s brand values became clear during the very first meetings with Biotherm’s marketing team.

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“With Biotherm Homme, our objective is to embody the values of performance, technology and innovation. These values are at the heart of what we do, which facilitates the brand’s integration in the series in ways that go far beyond traditional approaches” says Mihn-Dan Tran, marketing director at Biotherm.

A vision shared by our multi-marathonian

“Biotherm Homme is a brand towards which I feel strongly. I consider myself privileged to be able to collaborate with a corporation that shares my values, and encourages men to live an exceptional life”, adds Sébastien Sasseville.

Audience and distribution by Canoë

The publishing and distribution of the series will be done by Canoë, which will contribute to the visibility and reach of the 20 episodes and multiple extra clips.

“With each one of our projects, the objective is to provide maximum reach to the content we produce. By partnering with Canoë, we knew that the series would benefit from their English and French platforms” declares Alexandre Gravel, partner and producer at Toast Studio.

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From the start, the Canoë team felt strongly about the project. “We increasingly develop this kind of project where we integrate brands and content. In doing so, we diversify our offer for advertisers, and they are very receptive to this model” concludes Michel Fradette, Senior Product Chief for canoe.ca

The first two episodes are currently online, in English (http://outrun.canoe.ca) and in French (http://plusloin.canoe.ca), the following ones will be made available every month until the end of Sébastien Sasseville’s adventure in November 2014.

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Contact

Alexandre Gravel  – [email protected] – 514.844.2647 x.401

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À propos de Toast Studio (www.toaststudio.com)

For over 13 years, Toast Studio has been producing content that makes brands useful by working on their deployment, as much on television as on digital platforms. Acting in the entertainment, content and corporate fields, Toast’s core is composed of producers that combine expertise in branded content, storytelling, technology and funding.

About Biotherm Homme (www.biotherm.ca)

N°1 worldwide in men’s skin care. For more than 25 years, Biotherm Homme has played a pioneering role in men’s skin care habits. The N°1 premium men’s skin care brand in the world, Biotherm Homme’s signature gels and fresh cooling lotions are coveted by men across the globe. Present in over 70 countries, one Biotherm Homme product is sold every 4 seconds throughout the world.

About Sébastien Sasseville (www.sebinspires.com)

From Mount Everest to the Sahara, Sébastien Sasseville inspires. Born on September 25th 1979 in Quebec City, Sébastien obtained a bachelor’s degree in communications form Laval University. In 2002 Sasseville was diagnosed with type 1 diabetes but did not let his diagnosis hold him back. He went on to successfully climb Mount Everest in 2008 and complete a 250km ultra-marathon across the Sahara desert in 2012. Mountaineer, endurance athlete and six-time Ironman, Sasseville has dedicated his career to inspiring and empowering others to overcome all obstacles and reach new heights.