Responsible Gambling Council - "Online betting is HUGE!"

Zulu Alpha Kilo

Zulu Alpha Kilo Toronto, Canada

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Brand: Responsible Gambling Council
Country: Canada

Advertiser: Responsible Gambling Council

Title	Online betting is HUGE!
Agency	Zulu Alpha Kilo
Campaign	Online betting is HUGE!
Advertiser	Responsible Gambling Council
Brand	Responsible Gambling Council
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Date of First Broadcast/Publication	Subscribers Only
Business Sector	Subscribers Only
Media Type	Television
Length	30 seconds

About Zulu Alpha Kilo

Trade publications have written that Zulu Alpha Kilo stands out as a ‘maverick global indie agency’ within the fiercely competitive advertising industry dominated by global holding companies. Launched in 2008 by our creative leader and founder Zak Mroueh, we’re proud that our shop has built a reputation as an industry outlier and one of the most respected independent agencies in the world.
Over the past fifteen years, we have consistently produced ground-breaking, category-defining work for our clients. How can we help do the same for your brand? Well, it all starts with how we define the business we’re in. We don’t believe we are in the digital, design or advertising business. We’re in the bravery business.
Creative bravery is what drives our decision making and it’s why our agency was founded on the belief that the world needs more creativity. Because there is just so much ineffective, badly crafted work in the world that never gets noticed, has zero impact and is a waste of a client’s budget. Our sole purpose as a company is to change that.
When you, as a client, truly embrace creativity as a competitive advantage, you will see it transform your world and your business. We’ve witnessed this numerous times before with our own clients. As a purpose-driven company, we also use our creativity to do good in the world by supporting causes we truly believe in.
In 2016, Ad Age named us small agency of the year and 2017’s International Small Agency of the Year. We were also one of Forbes Best Small Companies in 2018, The Drum’s Agency of the Year 2021 and Campaign US 2021 Independent Agency of the Year. In 2022, we were listed among the top ten independent agencies in the world in Cannes, One Show and D&AD based on a body of effective, breakthrough work. With 150 staff in Toronto, New York and Vancouver, ZAK (or Zulu Alpha Kilo in the NATO phonetic alphabet) is a magnet for top global talent.
Since 2008 we have delivered impressive results for brands like Subaru, Corona, Harley-Davidson, Booking.com, Goldfish, Coca-Cola, Whirlpool and Tim Hortons to name a few.
Want to change your world as a marketer? Let’s take a brave leap together.

Latest News

Why are some people so afraid of a rainbow jersey? In June – during the height of Pride Month – the NHL decided to ban all cause-related jerseys after multiple players refused to wear pride-themed jerseys during warmups.

Pride jerseys are more than just jerseys – they stand for acceptance and allyship. The jerseys communicated to 2SLGBTQ+ people watching NHL games in the arena or at home that they belong in hockey.

In response to the NHL ban, PFLAG Canada and independent creative agency Zulu Alpha Kilo spearheaded an initiative called the “Team Pride” jersey. Stitched from uniforms across the league, this jersey serves as a symbol of inclusivity. The campaign aims to rally public support for 2SLGBTQ+ athletes and reverse the cause-related jersey ban.

On July 11, 2023, the jersey was displayed outside the Hockey Hall of Fame to show support for all 2SLGBTQ+ hockey players. The organization is also encouraging the public to share the jersey on social media with the hashtag #ReverseTheBan to encourage the NHL to bring back pride jerseys.

PFLAG Canada provides peer support, education and advocacy for a Canada that values all sexualities, genders and gender expressions. “We believe that no player or fan should feel excluded from hockey on the basis of their sexuality or gender expression,” said Ross Wicks, Director of Governance, PFLAG Canada. “We hope this initiative will help bring pride jerseys back to the NHL.”

“Making hockey more inclusive and safe for 2SLGBTQ+ athletes is a team effort,” said Meredith Ferguson, Strategy Director, Zulu Alpha Kilo. “We want to encourage the NHL to do its part, and for the public to step up as allies.”

PFLAG Canada and Zulu Alpha Kilo developed this campaign along with production by Zulubot.

Pflag Canada is a national charitable organization, founded by parents who wished to help themselves and their family members understand and accept their 2SLGBTQ+children. For more information, visit pflagcanada.ca or email operations@pflagcanada.ca.