Over the past few years, Toronto’s Zulu Alpha Kilo have created videos tackling a variety of well-known industry pain points, from spec work to the RFP process. Now, they’re taking on the subject of holding companies and what happens to an agency after being sold.
This year’s video, “Billy’s Lemonade,” tells the story of a young boy, who sells his thriving lemonade stand to a holding company from New York. The film offers a poignant glimpse into the downsides of losing your agency independence as Billy is forced to make a slew of compromises to his business. The holding company forces Billy to raise fees, switch to prepackaged lemonade powder and make cups 80% smaller. They even have him fire his sister, since “she doesn’t add value.” Eventually, all the compromises drive Billy’s clients away, business suffers and the holding company ousts Billy from his own lemonade stand.
In addition to being an entertaining satire about agencies and holding companies, the film is Zulu’s salute to all the other independent agencies out there. The message, “Here’s to all the independents” appears on screen at the end of the film, as Billy wins back his old clients by opening a new independent lemonade stand with his sister.
“Billy’s Lemonade” was unveiled at the Agency of the Year competition, an annual awards show hosted by Canadian publication strategy.
The film was produced by Zulubot, written by the team of Michael Siegers and Jonah Flynn, and directed by Zulu founder and creative director Zak Mroueh.
CreditsAgency Zulu Alpha Kilo Zak Mroueh, creative director; Michael Siegers, art director; Jonah Flynn, writer; Colleen Allen, producer. Production Zulubot Zak Mroueh, director; Paul Steinberg, DP; Tom Evans, exec producer; Jesse Posthumus, editor; Rob Morrice, audio mixer. Casting Jigsaw Shasta Lutz Transfer Alter Ego Eric Whipp. Audio Dino Cuzzolino
Barilla, LePub Navigate Subway Commute To “Togetherness”
On World Pasta Day, October 25, Barilla partnered with the NYC subway to turn its iconic “Spaghetti n°5” pasta boxes into “Togetherness Tickets,” offering free subway rides. At a special Barilla newsstand near Hudson Yards station, commuters could pick up a pasta box that, with a tech insert, worked like a regular subway ticket to open the turnstiles.
More than just a ticket, Barilla’s campaign was an invitation for individuals to step out of their solitary routines and connect with their loved ones over a delicious pasta meal. According to a global survey commissioned by Barilla in August 2023, 60% of respondents confessed to eating alone more frequently over the past two years, forsaking shared meals for a quick bite on their own.
The primary reason cited for this shift toward solitary dining is busy work schedules. A significant 48% of people surveyed lamented that their working hours kept them from sharing meals with their loved ones, highlighting the impact of our on-the-go lifestyles on quality time spent with family and friends. Additionally, geographical distances from family and friends contributed to the rise of solitary meals, with 37% acknowledging it as a growing obstacle.
Although people are increasingly eating alone, as a resounding 63% of people admitted to eating solo during the week, a remarkable 93% believe that regularly sharing meals has a positive impact on relationships with friends and family. Building on this emerging desire, Barilla wanted to remind us of the impact of food and more specifically pasta, in fostering better human connections.
Sometimes a friend or family member is just a few subway stops away. So get together and share a pasta meal with a box of Barilla, which also serves as a... Read More