Zulu Alpha Kilo

Client: Zulu Alpha Kilo
Product: Zulu Alpha Kilo
Title: Left-Handed Mango Chutney
Media: Online Video
Country: N/A
Date Of Campaign: November 1, 2022

Background: Background“Left-Handed Mango Chutney” debuted at the 2022 Agency of the Year awards ceremony, hosted by strategy Canada’s largest trade publication for the industry. As part of the show, the top agencies are invited to create their own video, promoting the agency and their work to the industry in attendance. We challenged ourselves to use this platform to poke fun at industry trends we disagree with.

Idea: The IdeaAgencies are obsessed with winning awards. Yet, funnily enough, the most award-winning work isn’t usually the most well-known. If you asked your neighbour to name their favourite ad, they’re more likely to name a funny new beer commercial than the latest Gold Lion winner. So, what’s more important: winning over award show judges or winning over consumers? Zulu Alpha Kilo tackles this question in their video, “Left-Handed Mango Chutney”. Set at a dinner party, the video depicts a copywriter named Greg bragging about his latest project: Left-Handed Mango Chutney. Faced with blank stares, Greg has to explain it was a proactive idea for an unknown company, and only six jars were sold. By satirizing this type of questionable work, it’s a reminder that advertising’s goal is to resonate with consumers first, and awards judges second.

Results: ResultsWhen it was first screened it at the Agency of the Year awards show, the reaction was tremendous. To date, the video has had over 30,000 industry views, and it’s been featured in every major ad publication globally. We’ve been contacted by dozens of industry people from around the world who have been sharing it on social media. One prominent UK CCO even suggested that ‘Left-Handed Mango Chutney’ could become an industry catchphrase to refer to this type of bogus, awards-chasing work. We’re very proud it’s resonating so much across the industry.