2023 Winner

To promote its new line of golf apparel, Harry Rosen, the Canadian luxury menswear retailer, created the “Hijacking the Masters” campaign. The series of ads, by Zulu Alpha Kilo, ran during the Masters golf tournament and were made to look and sound identical to real golf coverage – from the camera angles to the graphics – except the two-man commentary focused purely on various player’s outfits. The ads included lines such as: “Well Tim, he’s worked really hard at his shirt game and that delicate pink polo is pure finesse” and “Yeah, that palm tree pattern is a high-risk, high-reward play Tim. But he makes it look effortless.” The event was also live-tweeted, with comments made exclusively about the golfer’s clothes. The campaign resulted in a 350% increase in golf clothing searches and 40% growth in the polo category.

Credits

Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Executive Creative Director: Wain Choi
Creative Director / Copywriter: George Ault
Creative Director / Art Director: Jacob Gawrysiak
Account Team: Jessica Hill, Robyn Morrissey, Cosmo Haskard, Chris Rosario
Planning Team: Heather Segal, Cameron Fleming
Client: Harry Rosen
Clients: Trinh Tham, Ian Rosen, Larry Rosen, Kristin Meier, Tatiana Isaza, Zoë Innanen, Paul Michel, Christine Kwan, Ben Kriz
Production House: Beach Lion
Producer: Laura Nolasco
Creative Director: Mike Nolasco
Post-Production Company: Zulubot
Director: Mike Nolasco, George Ault, Jacob Gawrysiak
Managing Director: Tom Evans
Head of Production: Adam Palmer
Video Editor: Max Lawlor
Post-Production Supervisor: Sarah Dayus
Online Editor & Colourist: Felipe Chaparro
Audio Mix: Dino Cuzzolino, Noah Mroueh
Media Agency: Horizon Media
Media Team: Robyn Van Driel, Michael Mills, Tim Harris, Mark Paterson