Designed an activation around a boxing match presented at the Videotron Centre. Consumers got a chance to punch a boxing machine to win a pair of tickets for the real thing: Bute vs. Degale at the Videotron Centre. A pro boxer was in the store to oversee contest entries. Once an hour, the entrant with the best score—the hardest hitter—won a pair of tickets. And 4 pairs of additional tickets were drawn from all the day’s entrants, regardless of their score.