The One Show
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Category
Active Engagement
Annual ID
OS_SM20_072M
About the Work
On the 100th anniversary of Remembrance Day, HomeEquity Bank sponsored the Royal Canadian Legion’s digital fundraising efforts. It’s a day of honouring our veterans with traditions that are sadly fading amongst younger generations, who are only connected to war through the video games they play. HomeEquity Bank shares the Legion’s connection to 55+ Canadians, but we needed to reach younger audiences in a language that would resonate. We called for an online gaming ceasefire at 11am on November 11th, in partnership with top video game streamers, organizations and Esports teams. On streaming platforms like Twitch and Mixer, gamers were asked to lay down their controllers and observe an online moment of silence. The campaign reached 114 countries and over 800,000 gamers participated, resulting in a 21% increase in average donations from last year. It created a Remembrance Day tradition that will reach future generations with the message: War is not a game.
2020 Awards
Total Points: 2
Merit
Credits
Agency
Zulu Alpha Kilo / Toronto
PR / Marketing Agency
Provident Communications / Toronto
Client / Brand
HomeEquity Bank / Toronto
Production Company
zulubot / Toronto
Media Distribution Company
OMD / Toronto
Art Director
Michael Romaniuk
Creative Director
Zak Mroueh
Dan Cummings
Vic Bath
Director of Photography
James Arthurs
Editor
Ashlee Mitchell
Producer
Tom Evans
Colleen Allen
Strategist
Tim Hopkins
Sean Bell
Writer
Jackson Kemp
Client Team
Yvonne Ziomecki
Vivianne Gauci
Niary Toodakian
Account Team
David Tremblay
Violet Karbalaei
Dwayne Mataseje
Mitchell Cornelisse
Wojtek Dabrowski
Morgan McLellan
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