2020 Winner

CASE SUMMARY

As a sponsor of the Royal Canadian Legion’s Digital Poppy, the HomeEquity Bank looked to recruit a younger generation of online supporters. And with
almost no media or production budget, campaign impact had to be made through influencer and earned media channels. So Zulu Alpha Kilo went to where most battles are fought among younger gens: war-simulation games. At 11 a.m. on Nov. 11, it asked top gaming influencers to lay down their controllers and broadcast a message to their followers on platforms like Twitch, Mixer and YouTube: “#PauseToRemember that war is not a game.” The weeklong campaign led to 6.9 million social impressions and 17.5 million earned impressions. What’s more, the “Digital Poppy” was purchased from 114 countries around the world.

Credits

Agency: Zulu Alpha Kilo
Creative Director: Zak Mroueh
Associate Creative Directors: Vic Bath, Dan Cummings
Art Director: Michael Romaniuk
Writer: Jackson Kemp
Account Team: David Tremblay, Violet Karbalaei
Planning Team: Tim Hopkins, Sean Bell
Client: HomeEquity Bank
Clients: Yvonne Ziomecki, Vivianne Gauci, Niary Toodakian
Media Agency: OMD
Media Agency Planners: Dwayne Mataseje, Mitchell Cornelisse
PR Agency: Provident Communications
PR Agency partners: Wojtek Dabrowski, Morgan McLellan
Production House: Zulubot
Production House Producers: Tom Evans, Colleen Allen
Editor: Ashlee Mitchell