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November 11 is Remembrance Day, when Canadians honour our veterans with a moment of silence at 11am. With fewer surviving WW2 veterans each year, our younger generations are only exposed to war through fun, violent video games. We’re in danger of forgetting the sacrifice of our greatest generation. That’s why, for Remembrance Day 2019, The Royal Canadian Legion launched a campaign to connect with a younger audience in a place relevant to them. We spoke to them through the people they watch and admire: video game streamers on platforms such as Twitch, Mixer, and YouTube. We recruited the top streamers around the world, known for playing games that glorify war. On Nov. 11th at 11am, these streamers asked gamers worldwide to lay down their controllers, and #PauseToRemember our veterans with a moment of silence online. This first of its kind initiative was recognized by mainstream media, as well as tech and videogame specialist press, as an effective way to reach our audience with the important message that War is Not a Game.

Agency: Zulu Alpha Kilo

Client (Company): HomeEquity Bank

Creative Director: Zak Mroueh

ACDs: Vic Bath, Dan Cummings

Art Director: Michael Romaniuk

Writer: Jackson Kemp

Account Team: David Tremblay, Violet Karbalaei

Strategic Planners: Tim Hopkins, Sean Bell

Clients: Yvonne Ziomecki, Vivianne Gauci, Niary Toodakian

Production House: Zulubot

Production House Producers: Tom Evans, Colleen Allen

Editor: Ashlee Mitchell

Media Agency: OMD

Media Agency Planners: Dwayne Mataseje, Mitchell Cornelisse

PR Agency: Provident Communications

PR Agency partners: Wojtek Dabrowski, Morgan McLellan

Zulu Alpha Kilo, 1 year ago