Work
Nancy Choquette Brings Her Retro Moves to Inspire Gen Z
In recent weeks, M361’s initiative La Lancée, developed in collaboration with the Government of Quebec and our team, has unveiled a bold, tongue-in-cheek social strategy aimed at encouraging young women aged 18 to 24 to embrace a more physically active lifestyle.
In a time marked by growing mental health concerns, the initiative frames physical activity not as a miracle cure, but as a simple and accessible tool for coping with emotionally challenging situations—be it breakups, transitions, or loneliness.
Meet Nancy Choquette and Her ‘Cardio Mental Tonique Wow’
At the heart of the campaign is an unexpected star: Nancy Choquette, a fictional 80s fitness instructor who resurfaces to relaunch her supposedly legendary VHS workout series Cardio Mental Tonique Wow. After vanishing into oblivion for four decades, Nancy makes a comeback—complete with her flashy leotard, over-the-top positivity, and a DVD to promote. Clueless about modern social media, she posts awkwardly on TikTok and Instagram, sparking both confusion and fascination. The result? A viral phenomenon:
- Over 3 million organic views
- A growing fanbase around Nancy
- Significant breakthrough in traditional media coverage
- Collabs with influencers and content creators like Citron Rose, Un potin avec ça?, and Maire de Laval
- Strong intersectoral contribution involving over 40 active partners and provincial ministries
- And upcoming collaborations with women’s sports teams, federations, and educational institutions, as well as additional community partners and social services organizations that may join.
