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Building off of their Digital Poppy launch earlier in the month, the Royal Canadian Legion is launching a breakthrough campaign to recruit a new generation of supporters online. With … read morethe 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. 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. A super interrupts the action to remind us all to Pause to remember that war is not a game. The Digital Poppy was developed in 2018 as a modern way for Canadians to support and remember Veterans online. People who visit MyPoppy.ca are able to create a personalized poppy that can also be dedicated to a veteran or loved one. 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.
read less...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 Assistant: Brennan Neufeld
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
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