In Canada, People for Good encourages strangers to get along with a holiday stunt

Ads, Advertising, CSR

Not-for-profit People for Good decided to encourage everyday people to get along and developed a custom made two-necked t-shirt, approaching Canadians from radically different walks of life and asking them to wear the shirt together. And what follows happened:


In keeping with the spirit of the holiday season, we wanted to encourage people from all walks of life to come together. With everything happening in the world right now we thought it was important to show that this is still possible

Zak Mroueh

Chief Creative Officer & Founder of Zulu Alpha Kilo.

Getting along and bringing people together has long been in People for Good’s DNA. The organization was co-founded in 2011 by Mark Sherman (Media Experts) and Zak Mroueh (Zulu Alpha Kilo). The launch campaign galvanized the industry, celebrities and production partners, generating over CAD 12M in donated media. It was featured in a documentary on Global TV’s 16×9 news programme.

When we launched People for Good we wanted to make an organization that could serve as a vehicle for promoting goodness free of any other kind of agenda

Mark Sherman,

Founder & CEO Media Experts

The response was so positive that an early rough cut even received the blessing of Sony ATV on behalf of renowned R&B singer Timmy Thomas, who offered his song “People are Changing” to be used in the film.

To keep the spirit of the video going, People for Good will be asking people to suggest the pairing they’d like to see most in the shirt. The shirts used in the video will then be given to random Canadians who will be encouraged to publish a picture of themselves (and someone else) in the shirt to social media, and pass it forward, spreading the shirts throughout the world one pair at a time. People can join the conversation using #WeAllFit or by following People for Good’s social channels.

The film was created by Zulu Alpha Kilo and its content studio zulubot. Media Experts is handling the media. The campaign will have TV, digital and social support across the country.


Client: People for Good

Agency: Zulu Alpha Kilo

Media: Media Experts

Creative Director: Zak Mroueh

Senior Art Director: Allan Mah

Writer: Jacob Pacey

Director/DOP: Michael Headford

Agency Producers: Jackie Pal, Kari Macknight Dearborn

Account Team: Kendal Saby

Production House: zulubot

Editor: Michael Headford

Media Team: Mark Sherman, Richard Ivey

Social & Digital Team:  Sean Bell, Jamie Cuthbertson

Music: People are Changing

Singer: Timmy Thomas

Publishing Agent: Sony ATV