2021 Winner

In November 2020, pandemic lockdowns prevented the Royal Canadian Legion from taking to the streets in its annual drive to sell poppy pins, its main source of donations. And with limits on Remembrance Day celebrations, the legion and partner HomeEquity Bank recognized the need to connect with younger Canadians
to help increase donations.

Working with Zulu Alpha Kilo, it recruited four WWII veterans over the age of 90 and formed “Team Legion,” the world’s oldest esports team. They were joined by video game influencers on Twitch, YouTube and Facebook Live who laid down their controllers and invited the vets to tell their stories, while also promoting the Remembrance Day livestream on their channels.

The campaign generated 6.9 million impressions, including 342,000 views, and drove a 400% increase in donations, resulting in $1,150,000 raised for veterans.

Credits

Agency: Zulu Alpha Kilo
Creative Director: Zak Mroueh
Art Director: Vic Bath, Michael Romaniuk
Writer: Dan Cummings, Jackson Kemp
Designer: Zoe Kim, Jeff Watkins, Vic Bath
Account Team: Anjelica Kapetanos, David Tremblay
Planning Team: Tim Hopkins
Client: HomeEquity Bank
Clients: Niary Toodakian, Yvonne Ziomecki, Vivianne Gauci, Erin Wilson
Media Agency: OMD
Media Team: Dwayne Mataseje, Mitchell Cornelisse
PR Agency: Provident Communications
PR Team: Morgan McLellan
Producer: Mitch Cappe
Production House: Zulubot
Editor: Micah Rix-Hayes