Royal Canadian Legion, Zulu Alpha Kilo Ask Gamers To Pause In Honor Of Veterans On Remembrance Day


Robert Goldrich
Wednesday, Oct. 30, 2019


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The Royal Canadian Legion is launching a breakthrough campaign to recruit a new generation of supporters online. With the help of Twitch, Mixer, and YouTube along with some of their more recognized influencers and gamers from around the world, the campaign asks gamers to hold an online gaming cease fire that occurs during the moment of silence at 11am, on November 11th, Remembrance Day in Canada (the same day as Veterans Day in the U.S).

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.

“We recognized the impact that digital media could make in reaching a broader and younger audience with our message,” says Legion Dominion president Thomas D. Irvine. “We need to be relevant in spaces where younger audiences are spending more of their time. This campaign allows us to have a voice that encourages support and awareness in the digital space.”

Targeting online gamers, the film--from Toronto agency Zulu Alpha Kilo and its Zulubot production arm--uses war footage juxtaposed against familiar icons and sounds from the gaming world. A super interrupts the action to remind us all to Pause to remember that war is not a game.

“We may not be able to stop war in the real world, but having gamers lay down their arms in the virtual world sends a powerful message to a younger generation,” said Zak Mroueh, chief creative officer and founder of Zulu Alpha Kilo. “The #PauseToRemember campaign supports the Legion by attracting a new generation to support our veterans and pay their respects.”

Presenting sponsor for the Royal Canadian Legion on this campaign is HomeEquity Bank.


Client Royal Canadian Legion/HomeEquity Bank Agency Zulu Alpha Kilo, Toronto Zak Mroueh, creative director; Vic Bath, Michael Romaniuk, art directors; Dan Cummings, Jackson Kemp, writers; Tim Hopkins, Sean Bel, strategic planners. Production Zulubot Barbara Shearer, director; Tom Evans, Colleen Allen, producers; James Arthurs DP; Cameron Roden, camera operator; Brennan Neufeld, production assistant; Daniel Hewitt, location sound. Editorial Zulubot Jessie Posthumus, Ashlee Mitchell, editors; Patrick Samaniego, colorist; Evan Spicer, color assist. Music Eggplant Music & Sound Benjamin Spiller, engineer.

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