In an effort to stop the spread of COVID-19, Toronto-based agency Zulu Alpha Kilo has launched a campaign that encourages Canadians to stay home as the nation collectively tries to … read moreflatten the curve. Like every business, Zulu was scrambling in the first week dealing with client emergencies, adjusting to working from home and faced with the stark new reality. Then, a week ago, agency founder & CCO Zak Mroueh decided to change his team’s focus from what they couldn’t do to what they could and so he gave them a creative brief. In collaboration with media partner UM and The French Shop in Quebec, the integrated campaign consists of broadcast, OOH and social executions. The hero visual emphasizes the ‘Stay Home’ message by utilizing a modified Canadian flag, replacing the maple leaf with a home. In a series of Canadian and U.S. spots, we pull out of each country’s respective flag and hear a home recorded rough demo of ‘O Canada’ and the ‘Star-Spangled Banner’, which was produced by Tattoo Sound & Music. The spots are paid off with a super that reads #STAYHOME. A series of Instagram story ‘invitations’ were inspired by the fact that, even though major public events have been cancelled, some people still sit on the fence about casual get-togethers or family celebrations. These animated invites (such as a ‘Baby Shower’ or a ‘BBQ’) urge people to reconsider the social plans in their calendars, twisting the typical ‘RSVP’ language to read ‘Rethink Social Invites Please.’ Separate Instagram executions convey a more serious message by outlining how seemingly harmless interactions could end up being fatal for friends or loved ones. In an effort to hammer this home, a public Facebook profile for Covid-19 was created that seeks out public events scheduled for the near future, so organizers will receive notifications that “Covid-19 is coming to your event.” The virus’ profile will remind organizers and guests that today’s events shouldn’t come with unwanted guests – especially those that could cause some serious harm. Additionally, an interactive video game based on the notion of social-distancing is currently under development. Players will be tasked to make certain decisions that may or may not lead them to a ‘Game Over’ based on their actions around public safety. The game is currently set to launch in the coming weeks and will be used as another means of promotion. Each of the pieces created ends with the modified Canadian flag, leveraging the hashtag #StayHome.
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