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Zulu Alpha Kilo and Whirlpool Canada Explore Cultural Cuisine in Heartwarming Film

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Whirlpool celebrates school lunchtime diversity with the touching story of Sama Al-Salihi

Zulu Alpha Kilo and Whirlpool Canada Explore Cultural Cuisine in Heartwarming Film

In its latest campaign, Whirlpool Canada has collaborated with the Al-Salihi family to shine a light on ways school lunches can introduce children to new foods from different cultures. Whirlpool Canada worked with Zulu Alpha Kilo on the campaign and its content studio zulubot on production with documentary director Katie Dellamaggiore, Cossette for its media buys and Hill+Knowlton Strategies for the public relations support for this programme.

Immigrating to Canada in 2014 when she was six years old, Sama Al-Salihi initially found lunchtime daunting. While she preferred eating traditional foods from her Mother’s native home Syria, she also noticed how different it looked from her classmates’ meals. 

Whirlpool Canada followed Sama as she shared her favourite Syrian foods like Uzee, Fatayer, and Grape Leaves with her classmates for the first time. To show their appreciation, the kids worked with Toronto based illustrator/cartoonist Wes Tyrell to create a custom one-of-a-kind lunchbox featuring Sama as a superhero.

Sama’s story speaks to findings from a recent Whirlpool Canada survey. The results found that 70 per cent of Canadians agree giving children an opportunity to try dishes from different cultures is a good way to encourage mutual understanding and respect.

“At Whirlpool, we believe it’s the little things that make the world of difference,” said Michelle Domet of Whirlpool Canada. “School lunches are something we do day-in and day-out and Sama’s experience shows how it’s not just nutrients and fuel for the day that lunch provides, but emotional comfort as well. It’s amazing to see how open children can be and how food can bring people together."

Whirlpool has also partnered with food and lifestyle expert Emma Waverman, who met with the Al-Salihi family to learn about their lunchtime traditions. Having recently helped a Syrian family settle into Canada, Emma feels the kitchen is the heart of building new relationships while maintaining long-standing traditions.

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Advertiser: Whirlpool Canada

Clients: Michelle Domet, Lorna Muratag Media Agency

Post Production / VFX

Colourist: Jason Zukowski, Red Lab

Compositor: Rod Christie

Creative Agency

Account Managers: Leo Maia, Lisa Pervochenkova

Art Director: Jamie Mageau, Guilherme Bermejo

Chief Creative Officer: Zak Mroueh

Copywriter: Kaidy Wong, Nick Doerr

Creative Agency: Zulu Alpha Kilo

Executive Creative Director: Allen Oke

Producer: Pam Portsmouth

Strategy: Heidi Philip

Media Agency

Media Agency: Cossette Media

Planner: Tim Sarazzin

Production Company

Casting Director: The Casting Group, The Brunch Store

Director: Katie Dellamaggiore

DOP: Brett Van Dyke

Producer: Marc Milliard, Kevin Corvetti, Jackie Pal

Production Company: zulubot


Audio Director: Jared Kuemper

Audio Post Production: Berkeley Inc.

Sound Engineer: Jared Kuemper


Edit Company: zulubot

Editor: Rod Christie

Genres: People, Storytelling

Categories: White Goods, Home Appliances

Zulu Alpha Kilo, Tue, 19 Sep 2017 14:14:58 GMT