ParticipAction: advert-body-2 by Zulu Alpha Kilo
- Location:
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.
Credits
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)
