Only 1 in 3 French people have regular physical activity. Yet this activity is vital after a certain age. St Hubert Omega 3 margarine, the ally of the French’s hearts, gave 11 fathers the best reason to exercise: to enjoy as much time as possible with their children. The experience gave rise to a 6 min documentary film: The 90 minute challenge, the match where the goal isn’t to win, but to last.