ADC Awards
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Learn more about ADC105
Category
Games / Web / Social Media
Annual ID
ADC_INT21_052M
About the Work
HomeEquity Bank, which specializes in financial solutions that help seniors afford to live in their house after retirement, is a proud sponsor of The Royal Canadian Legion veteran association.
Since World War One, November 11th – or Remembrance Day as it’s known in Canada – has been a day to honour veterans around the world and to raise funds to support veterans in need. But in recent years, the tradition had begun to fade among younger generations.
Then in 2020, due to COVID-19 lock down regulations, the Royal Canadian Legion couldn’t take to the streets to sell “poppy pins”, their main source of donations. Also, large outdoor gatherings were banned, limiting the size of Remembrance Day ceremonies.
We needed a new way to connect with younger Canadians during lock down and increase donations.
Our insight was that most young people today are only connected to war through the video games they play.
So Home Equity Bank partnered with The Royal Canadian Legion to recruit four veterans (all over 90 years of age) to form the world’s oldest E-Sports team, known as “Team Legion”. Their team logo was inspired by the moment of silence practiced each year on the date 11/11 at precisely 11:11 am.
Top video game streamers on twitch, YouTube and Facebook Live joined them in virtual battlefields not to play, but to put down their controllers, hear their stories and honor their service. The world’s oldest E-Sports team reminded the young generation that war is not a game.
Best of all, the campaign reached 114 countries and over 6.9 million impressions, resulting in a 400% increase in online donations and $1,150,000 raised to support veterans.
Since World War One, November 11th – or Remembrance Day as it’s known in Canada – has been a day to honour veterans around the world and to raise funds to support veterans in need. But in recent years, the tradition had begun to fade among younger generations.
Then in 2020, due to COVID-19 lock down regulations, the Royal Canadian Legion couldn’t take to the streets to sell “poppy pins”, their main source of donations. Also, large outdoor gatherings were banned, limiting the size of Remembrance Day ceremonies.
We needed a new way to connect with younger Canadians during lock down and increase donations.
Our insight was that most young people today are only connected to war through the video games they play.
So Home Equity Bank partnered with The Royal Canadian Legion to recruit four veterans (all over 90 years of age) to form the world’s oldest E-Sports team, known as “Team Legion”. Their team logo was inspired by the moment of silence practiced each year on the date 11/11 at precisely 11:11 am.
Top video game streamers on twitch, YouTube and Facebook Live joined them in virtual battlefields not to play, but to put down their controllers, hear their stories and honor their service. The world’s oldest E-Sports team reminded the young generation that war is not a game.
Best of all, the campaign reached 114 countries and over 6.9 million impressions, resulting in a 400% increase in online donations and $1,150,000 raised to support veterans.
2021 Awards
Total Points: 3
Merit Honor
Credits
Agency
Zulu Alpha Kilo
Media Agency
OMD
Client / Brand
HomeEquity Bank
Production Company
zulubot
Art Director
Vic Bath
Michael Romaniuk
Creative Director
Zak Mroueh
Designer
Jeff Watkins
Zoe Kim
Vic Bath
Editor
Micah Rix-Hayes
Producer
Mitch Cappe
Writer
Dan Cummings
Jackson Kemp
Account Team
Anjelica Kapetanos
David Tremblay
Clients
Niary Toodakian
Yvonne Ziomecki
Vivianne Gauci
Erin Wilson
Media Team
Dwayne Mataseje
Mitchell Cornelisse
Planning Team
Tim Hopkins
PR Team
Morgan McLellan
Public Relations
Provident Communications
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