Zulu Alpha Kilo

Client: HomeEquity Bank
Product: HomeEquity Bank
Title: #PauseToRemember
Media: Online
Country: Canada
Date Of Campaign: November 2019

Background: For Remembrance Day 2019, HomeEquity Bank sponsored the Royal Canadian legion's Digital Poppy campaign. The brand shares the legion's connection to 55+ Canadians. But for this campaign, we need to connect with the younger generation whose only connection to war is through the video games they play.

Idea: We asked gamers to lay down their controllers. Famous video game streamers worldwide were recruited to organize a moment of silence through an online gaming ceasefire, held on Remembrance Day at 11am.

Results: The campaign reached 114 countries and over 800,000 gamers, 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.