Zulu launches humourous campaign for National Advertising Challenge


Zulu launched a new humorous campaign just in time for the National Advertising Challenge (NAC) to issue its annual creative briefs to Canada’s advertising community.


Nine briefs have been issued, sponsored by Canadian marketers looking for solutions across nine categories (Big Ideas, Campaign, Student, Print, OOH, Wild Card, Not for Profit, Media Innovation, and Digital). The briefs are challenging participants to dream up the most unconventional solutions with the winning teams receiving a trip to Cannes, for the International Festival of Creativity in late June. Last year’s NAC competition garnered 200 entries, but the hopes are to double the amount of entries in 2015.


This year’s awareness campaign includes a humorous 90-second video that is intended to get the creative community talking about the challenge and differentiate itself from other creative showdowns like the annual Young Lions Competition. The online video was developed by local agency Zulu Alpha Kilo and depicts a stressed out creative resource manager who intercepts a young creative as he prints out a number of NAC briefs which she believes are surely going to cripple the already busy agency.


Formerly the National Advertising Awards (NAA), the show changed its name this year after facing some confusion in the market about what the show was all about.

The National Advertising Challenge is Canada’s only creative competition that allows creative teams to tackle brands they’ve never worked on, and show them just what they would do to break through the clutter. Brands select a media category to sponsor, write the brief, and dozens of creative teams submit market-ready work.

We have big aspirations for the NAC, but we were facing a serious comprehension issues within the creative community (…) This year’s online video goes a long way in explaining that we offer creatives an opportunity to do original work in exchange for a chance to go to Cannes.

Ellie Metrick,

Marketing and Communications Manager at NAC.


The advertising community is hard to market to because their bar is so high when it comes to creative (…) The NAC is a great opportunity for creatives to face-off against the best in the industry and see how they stack up.

Zak Mroueh,

Founder & Chief Creative Officer Zulu Alpha Kilo.


The video was directed by Pete Henderson, represented by production company “Someplace Nice” and edited by Chris Parkins at Rooster. The briefs go live March 2nd, with a deadline of March 30th. Judging takes place in early April by a panel of Canada’s Advertising elite and is co-chaired by CDs Ari Elkouby and Nellie Kim from Zulu Alpha Kilo and LG2 respectively. The Gala and awards ceremony will take place on April 30th.



Zulu Alpha Kilo for  Ellie Metrick (National Advertising Challenge)

  • Creative Director: Zak Mroueh
  • Art Director: Ari Elkouby
    Copywriter: George Ault
    Agency Producer: Tara Handley
  • Production House: Someplace Nice
    Director: Pete Henderson
    Account Team: Alexandra Potter
  • Production House Producer: Robbie McNamara
  • Video Post Facility / Editing Company: Rooster
    Editor: Chris Parkins
    Online/Transfer: Fort York
  • Flame Artist: Lauren Rempel
  • Audio Post Facility/Music House: Zulu Alpha Kilo
    Audio Director: Stephen Stepanic
  • Engineer: Stephen Stepanic



Zulu Alpha Kilo is based in Toronto, Ontario. Founded in July 2008 by Zak Mroueh, the agency has a full-time staff of 70 people. Clients include Audi Canada, Bell Canada, Cineplex Entertainment, Interac Association, Labatt Breweries (Corona), Service Inspired Restaurants, Aequitas Innovations and Workopolis. Everyone in the company belongs to one company-wide creative group, and free-spirited, collaborative ideation is one of the agency’s core principles.