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Zulu Alpha Kilo Takes Over the Screen to Prove a Powerful Point

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Organization ParticipACTION wants families to put down their screens & make room for play

Zulu Alpha Kilo Takes Over the Screen to Prove a Powerful Point

Kids don’t play as much as they used to for a lot of reasons, and ParticipACTION’s new national campaign takes on one very real barrier—the constant lure of screens.  

Screens have replaced time spent running, playing and being active outdoors.  ParticipACTION’s Make Room for Play campaign, created by Zulu Alpha Kilo, is a call to Canadian families to put down their screens, and limit screen time to make more room for active play.

“Kids need 60 minutes of heart-pumping physical activity every day, but only five per cent of kids are getting it,” says ParticipACTION’s Director of Marketing, Rachel Shantz.  “We want to help time-strapped Canadian parents realize how important—and possible—it is to make room for play.” 

The campaign’s four 30-second spots will live on and offline. In each spot, a group of kids are outside playing when a black screen enters, literally taking away the space they can play in. 

"The simplicity of the creative is so powerful in delivering the message,“ says Chief Creative Officer and CEO of Zulu Alpha Kilo, Zak Mroueh.

The campaign includes digital pre-roll, Cineplex pre-show screenings across the country, and is supported with tips and information for parents on social media and on how to reduce screen time and increase unstructured play, especially outdoors.

Cossette Media executed the national media buy and French adaptation was handled by TANK. 

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Sound Design: Pirate Toronto


Editor: Paul Skinner

Post Production / VFX

CG Artists: Andrew Kirejew, Steve McGregor

Compositor: Steve McGregor, Andres Kirejew

Production Company

Director: Tom Feiler

Production Company: Circle Productions

Media Agency

Media Agency: Cosette Media

Planner: Jenny Martin


Advertiser: ParticipACTION

Creative Agency

Creative Agency: Zulu Alpha Kilo

Art Director: Grant Cleland

Chief Creative Officer: Zak Mroueh

Copywriter: George Ault

Executive Creative Director: Ron Smrczek

Group Account Directors: Kristina Hayes

Strategist: Shari Walczak, Emma Brooks

TV Producer: Bette Love Minott

Categories: Associations, Corporate, Social and PSAs

Zulu Alpha Kilo, Tue, 13 Jan 2015 17:43:25 GMT