2022 Winner
GoldBest in Experiential/Special Event/Stunts - Budget Under $100,000
Royal Canadian Legion
& HomeEquity Bank
"Orders of Sacrifice"
Zulu Alpha Kilo,
OMD & iQuanti
& HomeEquity Bank
"Orders of Sacrifice"
Zulu Alpha Kilo,
OMD & iQuanti
With COVID-19 limiting the traditional Remembrance Day observations, they needed to find an
innovative way to intercept a younger audience and create a connection to veterans. It forged that connection in the unexpected environment of the food delivery digital platform DoorDash.
Young adults can hardly imagine the incredible sacrifices veterans made every single day during
the war. Today, DoorDash makes having any meal we want, whenever we want it, effortless.
That is in stark contrast to veterans, who faced in war not just death, but hunger. It connected with the audience by recreating historically accurate rations kits, similar to WWII soldiers’ rations, and branded the kits, “Orders of Sacrifice.” They were promoted on the popular food delivery app, DoorDash, providing young adults a tangible sample of the sacrifices made during wartime.
A Second World War historian consulted on each item in the kit – hardtack biscuits, chocolate,
tea bags, sardines, evaporated canned milk and canned corn beef – to ensure Canadians would
get a taste of authentic battlefront food. The idea was developed not only to sell the kits, but to
garner earned media coverage to bring attention to the importance of Remembrance Day
overall and to supporting Canadian veterans. All proceeds from the kits supported veterans.
On November 10 at 11:00 a.m., it distributed to select higher-end neighbourhoods via
DoorDash. Each rations kit had a QR code that navigated to an unboxing video that featured
commentary from our veterans, providing meaningful context for a unique experience that
offered an important reminder in the digital age of the significant sacrifices made in the past.
It promoted its cause through influencer outreach to connect with younger generations.
That helped drive more orders on DoorDash as well as giving people across Canada a little taste of the hardships past generations faced, in a unique way.
Canadian seniors are HEB’s core target, and are the backbone of support for Canadian veterans on Remembrance Day, albeit in part, the reason for the association; however, the tradition of Remembrance Day veteran’s support has begun to fade in Canada, as the younger generations have lacked a connection to war. With awareness and donations on the decline, it worked with the Legion to originate Second World War field rations kits as "new news" to build support and help drive an increase in donations for the Legion.
Physical kits were sent to paid partners and influencers from coast to coast to try and to promote the unique offering, many of whom did their own unboxing videos on their social channels that helped drive more awareness.
innovative way to intercept a younger audience and create a connection to veterans. It forged that connection in the unexpected environment of the food delivery digital platform DoorDash.
Young adults can hardly imagine the incredible sacrifices veterans made every single day during
the war. Today, DoorDash makes having any meal we want, whenever we want it, effortless.
That is in stark contrast to veterans, who faced in war not just death, but hunger. It connected with the audience by recreating historically accurate rations kits, similar to WWII soldiers’ rations, and branded the kits, “Orders of Sacrifice.” They were promoted on the popular food delivery app, DoorDash, providing young adults a tangible sample of the sacrifices made during wartime.
A Second World War historian consulted on each item in the kit – hardtack biscuits, chocolate,
tea bags, sardines, evaporated canned milk and canned corn beef – to ensure Canadians would
get a taste of authentic battlefront food. The idea was developed not only to sell the kits, but to
garner earned media coverage to bring attention to the importance of Remembrance Day
overall and to supporting Canadian veterans. All proceeds from the kits supported veterans.
On November 10 at 11:00 a.m., it distributed to select higher-end neighbourhoods via
DoorDash. Each rations kit had a QR code that navigated to an unboxing video that featured
commentary from our veterans, providing meaningful context for a unique experience that
offered an important reminder in the digital age of the significant sacrifices made in the past.
It promoted its cause through influencer outreach to connect with younger generations.
That helped drive more orders on DoorDash as well as giving people across Canada a little taste of the hardships past generations faced, in a unique way.
Canadian seniors are HEB’s core target, and are the backbone of support for Canadian veterans on Remembrance Day, albeit in part, the reason for the association; however, the tradition of Remembrance Day veteran’s support has begun to fade in Canada, as the younger generations have lacked a connection to war. With awareness and donations on the decline, it worked with the Legion to originate Second World War field rations kits as "new news" to build support and help drive an increase in donations for the Legion.
Physical kits were sent to paid partners and influencers from coast to coast to try and to promote the unique offering, many of whom did their own unboxing videos on their social channels that helped drive more awareness.
Credits
Agency: Zulu Alpha KiloChief Creative Officer: Zak Mroueh
Executive Creative Director: Brian Murray
Art Directors: Vic Bath, Michael Romaniuk
Copywriters: Dan Cummings, Marco Buchar
Design Director: Dejan Djuric
Designer: Jackman Chiu
Agency Producer: Tim Lynch
Account Team: David Tremblay, Samantha Tang, Rob Feightner
Client: Royal Canadian Legion / HomeEquity Bank
Clients: Yvonne Ziomecki, Vivianne Gauci, Erin Wilson, Niary Toodakian, Sonia Gill
Media Agency: OMD, iQuanti
Media Team: Dwayne Mataseje (OMD), Mitchell Cornelisse (OMD), Justin Lee (iQuanti)
PR Agency: Weber Shandwick
PR Team: Jacklyn Power, Jennifer Wasley
Production House: Zulubot
Director: Vic Bath, Dan Cummings
Production House Producers: Mitch Cappe, Sarah Dayus
Director of Photography: Kyle Chappell
Editing Company: Zulubot
Editor: Max Lawlor, Mitch Reed
Online: Zulubot
Colour Grading: Felipe Chaparro
Audio Engineer: Dino Cuzzolino
Photographer: Noah Mroueh