Toronto agency Zulu Alpha Kilo launched a new campaign for Make-A-Wish Canada featuring children demonstrating various ways to find money to donate to the charity organization.
Three 30-second spots, “Snare,” “Grandma” and “Lollipop,” see kids demonstrating their own individual methods, with each ending with the child stating “If I can find ways to raise money to grant a kid’s wish, you can too.” The above spot “Snare” shows a girl turning to a constant source of change: dad’s pockets. Enlisting the aid of a rope, an umbrella and three eighth grade friends, she turns her dad into “a pinata of money.” A second boy turns to another standby for donations, grandma, while a third employs a more novel (and sticky) method. The message in each, that it’s easy to find enough money for a small donation, is clear and demonstrated in a memorable way meant to appeal to younger audiences. The PSA spots will air on broadcast and online throughout the summer, with promotion through social media channels with the hashtag #FunRaising.
“We approached this opportunity from a very different angle with the FUNraising idea,” said Zulu Alpha Kilo founder and chief creative officer Zak Mroueh. “We wanted to produce something fresh and unexpected, moving away from the often somber and cliché aesthetic many PSAs still convey. This was an excellent opportunity to place a positive spin on the message and have some fun with the audience.”
“Our young people are tomorrow’s philanthropic leaders, added Make-A-Wish Canada president and CEO Jennifer Klotz-Ritter. “It’s important that we cultivate the behavior to ‘live generously’ early on and integrate charitable giving into everyday life, no matter how big or small the gesture. We are so pleased with the work of Zulu Alpha Kilo on these PSAs and look forward to engaging the public response.”
Credits:
Agency: Zulu Alpha Kilo
Creative Director: Zak Mroueh
Art Director: Shawn James
Writer: Sean Atkinson
Agency Producer: Tara Handley
Account Team: Robyn Morrisey
Strategic Planner: Brett McDonald
Clients: Julie Fiorini, Deborah Waines, Chris Pon
Production House: Suneeva
Director: Shelley Lewis
Production House Producer: Dennis Beier
Casting: Shasta Lutz
Video Post Facility / Editing Company: Saints
Editor: Melanie Hider, Brian Williams
Compositor / Online: Smith, James Andrews
Colourist/Transfer: Alter Ego – Tricia Hagoriles
Audio Post Facility/Music House: Pirate Toronto
Audio Director: Chris Tait
Producer: Colleen Murphy
Engineer: Jared Kuemper