Building off of their Digital Poppy launch earlier in the month, 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.
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.”
The film targeting online gamers 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,” says 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.”
The Digital Poppy was developed in 2018 as a modern way for Canadians to support and remember Veterans online. People who visit MyPoppy.ca are able to create a personalized poppy that can also be dedicated to a veteran or loved one.
Working with the Legion’s presenting sponsor, HomeEquity Bank, the campaign was created by Toronto agency Zulu Alpha Kilo. Other elements include a series of Public Service Announcements created across TV, online video, and social media.
Within the commercial to the mainstream audience, Ardwell “Art” Eyres, one of Canada’s oldest war veterans, is recruited to become the world’s oldest social influencer. Art creates a social profile and is shown paying tribute to his mentor, Sergeant Major John Copeland, by dedicating his Digital Poppy to him. It concludes with the message If a 95 year old veteran can share a digital poppy, we all can.
Zulu Alpha Kilo led the creative and strategy, Provident Communications led PR, and OMD was behind the media planning and buying. To support the MyPoppy campaign, please visit MyPoppy.ca or to join the moment of silence ceasefire, follow us at #PauseToRemember.
Client: HomeEquity Bank
Agency: Zulu Alpha Kilo
Creative Director: Zak Mroueh
Art Director: Vic Bath, Michael Romaniuk
Writer: Dan Cummings, Jackson Kemp
Account Team: David Tremblay, Violet Karbalaei
Strategic Planner: Tim Hopkins, Sean Bell
Clients: Yvonne Ziomecki, Vivianne Gauci, Niary Toodakian
PR Agency: Provident Communications
PR Agency partners: Wojtek Dabrowski, Morgan McLellan
Media Agency: OMD
Media Agency Planners: Dwayne Mataseje, Mitchell Cornelisse
Production House: Zulubot
Director: Barbara Shearer
Production House Producer: Tom Evans, Colleen Allen
Production Assistant: Brennan Neufeld
Director of Photography: James Arthurs
Camera Operator: Cameron Roden
Location Sound: Daniel Hewett
Editing Company: Zulubot
Editor: Jessie Posthumus, Ashlee Mitchell
Colourist: Patrick Samaniego
Colour Assist: Evan Spicer
Music House: Eggplant Music & Sound
Engineer: Benjamin Spiller