2022 Winner

For a younger generation whose connection to wartime seems increasingly distant, Zulu Alpha Kilo created “Orders of Sacrifice” for HomeEquity Bank and the Royal Canadian Legion as a way to increase donations for Remembrance Day. Paying tribute to the daily sacrifices made by veterans, historically-accurate re-creations of World War Il field rations (biscuits, tea, chocolate, sardines, corned beef and evaporated milk) were made with assistance from the Canadian Museum of War and made available on food delivery app DoorDash. A card included in the kit featured a QR code, which directed consumers to a video of veterans speaking about rations during the war. The campaign generated over 5.4 million impressions and $458,000 in online donations. Kits sold out in six hours, and Canadian schools also
implemented the kits for teaching purposes.

Credits

Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Executive Creative Director: Brian Murray
Art Directors: Vic Bath, Michael Romaniuk
Copywriters: Dan Cummings, Marco Buchar
Design Director: Dejan Djuric
Designer: Jackman Chiu
Agency Producer: Tim Lynch
Account Team: David Tremblay, Samantha Tang, Rob Feightner
Client: HomeEquity Bank / Royal Canadian Legion
Clients: Yvonne Ziomecki, Vivianne Gauci, Erin Wilson, Niary Toodakian, Sonia Gill
Media Agency: OMD, iQuanti
Media Team: Dwayne Mataseje (OMD), Mitchell Cornelisse (OMD), Justin Lee (iQuanti)
PR Agency: Weber Shandwick
PR Team: Jacklyn Power, Jennifer Wasley
Production House: Zulubot
Director: Vic Bath, Dan Cummings
Production House Producers: Mitch Cappe, Sarah Dayus
Director of Photography: Kyle Chappell
Editing Company: Zulubot
Editor: Max Lawlor, Mitch Reed
Online: Zulubot
Colour Grading: Felipe Chaparro
Audio Engineer: Dino Cuzzolino
Photographer: Noah Mroueh