Uber Canada: Motherhood by Zulu Alpha Kilo

Date: Nov 2017
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Canada leads all nations with more than a third of road fatalities involving alcohol impairment. Crashes involving alcohol and/or drugs are the leading criminal cause of death in Canada, with an average of four Canadians killed in crashes involving alcohol and/or drugs every day (see this link for additional information).

With this in mind, Uber Canada in partnership with MADD Canada are launching a joint fundraising and awareness campaign to remind Canadians of the dangers and consequences of impaired driving. The partnership campaign kicks off with the unveiling of a public service announcement, created by Zulu Alpha Kilo. With its overarching message—No mom should have motherhood taken away—this new PSA encourages viewers to consider how their decisions have a lasting impact on those closest to them. The spot follows a mother who’s lost her son to impaired driving. We travel through some of her most precious memories as she says goodbye to each special moment with her son. MADD Canada reminds viewers to make a responsible choice.

The PSA will air on national television throughout the holiday season. It’s being supported by a launch event celebrating drivers who spend their nights providing a safe ride home and will be promoted through direct communications to riders and drivers, in the Uber app, and on social media by Uber and MADD Canada.


Client (Company): Uber Canada

Agency: Zulu Alpha Kilo

Creative Director: Zak Mroueh

Art Director: Charline Fauche-Simon

Writer: Angeline Parsons

Agency Producer: Revital Grunberg, Cherie O’Connor, Raquel Rose

Account Team: Nadine Arsenault, Kendal Saby

Strategic Planner: Jennifer Breton, Heather Segal

Clients: Erica Edwards, Lindsay Liptok, Melanie Boudreau

Production House: Skin and Bones Film Company

Director: Adam Azimov

Production House Executive Producer: Tasha Litt

Production House Line Producer: Luke Bryant

Director of Photography: Daniel Grant

Casting Director: Shasta Lutz, Jigsaw Casting

Video Post Facility / Editing Company: Skin and Bones

Editor: Mitch Finn

Compositor / Online: Andy Hunter, Redlab

Colourist/Transfer: Jason Zukowski, Redlab

Audio Post Facility/Music House: Vapor RMW

Audio Director: Brendan Quinn/Joey Serlin

Music Supervision: Danielle Lindy

Producer: Kat Stewart

Engineer: Julian Rudd

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