ParticipAction: Everything Gets Better by Zulu Alpha Kilo

Date: Oct 2018
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ParticipAction is a non-profit organization that helps Canadians sit less and move more, and the group has just launched a new national campaign as part of a platform for Canadians to embrace that all the things in daily life that improve when you get active. This is part of a long-term movement to help shift attitudes and perceptions beyond traditional benefits of physical activity, such as weight loss.

The national campaign includes digital and TV ads, billboards, transit shelters, social media content, and radio. Each TV spot opens up on a colorful scene with an average Canadian doing a physical activity such as swimming, dancing, judo and hacky sack. The spots then go on to show those same people experiencing how physical activity has made an aspect of their life ‘better’ - showcasing them happily sleeping, unwinding in a bath, bonding with a partner over pottery making or enjoying their time in a bathroom stall.

The campaign also features a billboard stating “Poop Better” in large type, with other headlines like “Think Better”, “Love Better” and “Unwind Better” to showcase the range of ‘betters’ one can achieve with physical activity.


Client: ParticipACTION

Agency: Zulu Alpha Kilo

Chief Creative Officer: Zak Mroueh

Creative Directors: Catherine Allen, Ian Simpson (OOH, TV), Jon Webber (website)

Associate Creative Director: Marcelo Marianro (website)

Art Director: Manali Kulkarni (OOH, TV)

Writer: Dylan Verway (OOH,TV), Jon Webber (website), Monika Leck (website)

Design Director: Ryan Booth

Designer: Ryan Booth, Gala Tanaskovic, Array of Stars (AOS) (website), Kyle Winsor (website)

Clients: Rebecca Jones, Alison Carruthers, Shauna Pichosky, Phillip Hatcher

Agency Producer: Ola Stodulska, Kevin Corvetti, Teresa Bayley, Marko Stevelic

Account Team: Robyn Morrissey, Lauren Boultwood

Strategic Planner: Heather Segal

Director of Innovation: Sean Bell

Media Agency: Cossette

Media Agency Planner: Jenny Martin, Mary Lampasona, Urooj Fatima, Erica Goldfarb

Production House: Westside Studio

Director: Matt Barnes

Production House Producer: Scott Houghton (Executive Producer) / Adam McCloy (Line Producer)

Director of Photography: Barry Parrell

Casting Director: Shasta Lutz

Video Post Facility / Editing Company: Zulubot

Editor: Max Lawlor

Post FX Facility: Alter Ego

Animation: Ian Flaig

Colourist/Transfer: Conor Fisher

Producer: Katie Methot

Audio Post Facility/Music House: Cylinder Sound and Film

Audio Director: Chris Waugh

Producer: Chris Waugh & Brad Nelson

Engineer: Ryan Haslett

Casting: Rebecca Whitby

Studio Artist: Anna Harju, Brandon Dyson, Greg Heptinstall, Ashleigh O’Brien

Website Production House/Developer: Array of Stars (AOS)

Website Animation: Array of Stars (AOS)

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