2020 Winner

CASE SUMMARY

The “Make American Great Again” (MAGA) hats have become an infamous symbol of hate. With the idea to “Unravel Hate” for Peace Collective – a Toronto apparel brand with a history of selling clothes to support communities in need – Zulu Alpha Kilo unstitched the MAGA words and used the white thread to sew new accepting “Welcome to Canada” messages on red
tuques. An interview-style video captured the process and the reactions of five new Canadians receiving the headgear. The campaign became the most successful in the history of Peace Collective. With zero paid media, the campaign was shared 2.34 million times on social, while the video got 4.6 million views.

Credits

Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Creative Director: Ian Simpson, Catherine Allen
Art Director: Caroline Sierra-Bornais
Writer: Luke McNeill
Agency Producer: Tom Evans, Revital Grunberg
Account Team : Rob Feightner, Nina Bhayana
Strategic Planner: Stephanie Gyles
Client : Peace Collective
Clients: Roman Hessary, Yanal Dhailieh
Production House: Zulubot
Director: Barbara Shearer
Production House Producer: Tom Evans
Director of Photography: James Arthurs
Casting Director: Barbara Shearer
Video Post Facility / Editing Company: Zulubot / Alter Ego
Editor: Max Lawlor
Colourist/Transfer: Patrick Samaniego
Colour Assistant: Evan Spicer
Producer: Alanna Homuth
Audio Post Facility/Music House: Zulubot
Audio Mixer: Dino Cuzzolino
PR Agency: Jumpstart Communications
PR Team: Tory Crowder