ParticipACTION - "Mall Walkers"

Zulu Alpha Kilo

Zulu Alpha Kilo Toronto, Canada

1233

Brand: ParticipACTION
Country: Canada

Advertiser: ParticipACTION

Title	Mall Walkers
Agency	Zulu Alpha Kilo
Campaign	Mall Walkers
Advertiser	ParticipACTION
Brand	ParticipACTION
Date of First Broadcast/Publication	2024 / 1
Business Sector	Institutional/Public Interest/Non-Profit Org.
Story	Growing up, we’re always warned about the dangers of peer pressure and falling in with a bad crowd. In a satirical twist on PSA tropes, ParticipACTION’s latest campaign is demonstrating that some groups are worth falling into. Using the tagline “Fall in with an active crowd.,” the campaign shows the health and social benefits of joining different exercise, sport and activity-based groups by parodying familiar peer pressure tropes. The launch TV spot features a distraught woman talking about how her husband hasn’t been the same ever since joining the Mall Walkers, lamenting how he started dressing like them and worrying he might even be “doing stairs.” The video ends with the woman warning, “once you become a Mall Walker, there’s no way out.” Recent research conducted by ParticipACTION revealed a prevalent misperception: most people underestimate how many of those around them - their friends, family members and neighbours - are getting enough physical activity. This new campaign aims to correct this misperception by showcasing the physical activity that is happening all around us and positioning movement as the “in thing” that people want to be a part of.
Media Type	Television
Length	60 seconds
Agency	Zulu Alpha Kilo NY
Post Production	Rooster Post Production
Creative Chairman	Zak Mroueh
Chief Creative Officer	Jenny Glover
Chief Creative Officer	Brian Murray
Creative Director	Jonah Flynn
Copywriter	Jonah Flynn
Creative Director	Michael Siegers
Art Director	Michael Siegers
Account Manager	Robyn Morrissey
Account Manager	Jaya Rizzi
Account Manager	Sabrina Zavarise
Chief Strategy Officer	Heather Segal
Strategy Team	Cameron Fleming
Producer	Francesca Marchese
Producer	Lena Hamady
Media Agency	M. Hyde
Media Agency	M&K Media
Media Team	Julie McIlroy
Media Team	Jennifer Young
Production Company	Partners Film
Executive Producer	Aerin Barnes
Line Producer	Jeff Schwartz
Director	Michael Downing
Editor	Paul Proulx
Editorial Producer	Sam Mclaren
Special Effects / VFX	CPI Colour
Special Effects / VFX	Mike Bishop Fort York VFX
Finishing	CPI Colour
Finishing	Mike Bishop Fort York VFX
Lead Flame Artist	Marco Polsinelli
Post Production	Valerie Moss
Director	Adam Damelin
Music Composer	Adam Damelin
Executive Producer	Nicola Treadgold
Mac Artists	Cecilia Bernasch
Agency	The French Shop
Agency Manager	Mélanie Duguay
Agency Manager	Jennifer Lankry
Agency Manager	Catherine Renaud
Assistant Editor	Audrey Crunkleton
Colorist	Jason Zukowski
Color Assist	Jose Salinas
Flame Assistant	Parker Nugent
Flame Assistant	Serina Choi
Sound Design Company	Eggplant Music + Sound
Producer	Andrew Sekine