Pause to Remember by Zulu Alpha Kilo
With the help of Twitch, Mixer, and YouTube, along with some of the more recognized influencers and gamers from around the world, the ‘Pause to Remember’ campaign asks gamers to hold an online gaming cease fire that occurs during the moment of silence at 11am, on 11 November.
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.
The film targeting online gamers uses war footage juxtaposed against familiar icons and sounds from the gaming world. The footage pauses as a text-over interrupts the action to remind gamers to pause to remember that war is not a game.
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. In addition, within the commercial to the mainstream audience, Ardwell “Art” Eyres, one of Canada’s oldest war veterans, was recruited to become the world’s oldest social influencer.
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