The Royal Canadian Legion is launching a breakthrough campaign to recruit a new generation of supporters online. With the help of Twitch, Mixer, and YouTube along with some of their more recognized influencers and gamers from around the world, the campaign asks gamers to hold an online gaming cease fire that occurs during the moment of silence at 11am, on November 11th, Remembrance Day in Canada (the same day as Veterans Day in the U.S).
Prominent players such as PrismaticHub and BigTimeRob have been recruited with the goal to make this a global event. Other global players will be encouraged to pay their respects to both veterans and soldiers currently serving by sharing their efforts and support with their followers under the hashtag #PauseToRemember.
“We recognized the impact that digital media could make in reaching a broader and younger audience with our message,” says Legion Dominion president Thomas D. Irvine. “We need to be relevant in spaces where younger audiences are spending more of their time. This campaign allows us to have a voice that encourages support and awareness in the digital space.”
Targeting online gamers, the film–from Toronto agency Zulu Alpha Kilo and its Zulubot production arm–uses war footage juxtaposed against familiar icons and sounds from the gaming world. A super interrupts the action to remind us all to Pause to remember that war is not a game.
“We may not be able to stop war in the real world, but having gamers lay down their arms in the virtual world sends a powerful message to a younger generation,” said Zak Mroueh, chief creative officer and founder of Zulu Alpha Kilo. “The #PauseToRemember campaign supports the Legion by attracting a new generation to support our veterans and pay their respects.”
Presenting sponsor for the Royal Canadian Legion on this campaign is HomeEquity Bank.
CreditsClient Royal Canadian Legion/HomeEquity Bank Agency Zulu Alpha Kilo, Toronto Zak Mroueh, creative director; Vic Bath, Michael Romaniuk, art directors; Dan Cummings, Jackson Kemp, writers; Tim Hopkins, Sean Bel, strategic planners. Production Zulubot Barbara Shearer, director; Tom Evans, Colleen Allen, producers; James Arthurs DP; Cameron Roden, camera operator; Brennan Neufeld, production assistant; Daniel Hewitt, location sound. Editorial Zulubot Jessie Posthumus, Ashlee Mitchell, editors; Patrick Samaniego, colorist; Evan Spicer, color assist. Music Eggplant Music & Sound Benjamin Spiller, engineer.
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