TitleThe Micropedia of Microaggressions (120s)
BriefThe Micropedia is the world’s first encyclopedia of microaggressions. It’s a judgement-free online tool that provides easy-to-digest information where people can unlearn their unconscious bias and make immediate changes in their daily interactions with others. Modelled after other crowd-sourced wikis, entries are collected via user submissions. The entries span nine categories including 2SLGBTQ+, Age, Class-Based, Disability, Ethnicity, Gender, Race, Religion, and Indigenous. Each definition breaks down the harmful impact of the microaggression while resources and real-world examples from news, media, and pop culture help folks truly comprehend the depth of the issue. By raising self-awareness of these everyday interactions, The Micropedia will help create safer workplaces, schools, social settings and have lasting societal impact.
Campaign The Micropedia of Microaggressions
Advertiser Black Business and Professional Association, et al.
Brand Black Business and Professional Association, et al.

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Be inspired by the best creative work from around the world.

PostedNovember 2022
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StorySubscribers Only
Media Type Digital
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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

Environmental Leadership Canada and Zulu Alpha Kilo deliver “The Planet’s Scariest Bouquet” ahead of COP28



Until recently, Antarctica was considered resistant1 to the effects of climate change. In a recent study published in Current Biology2 it has been revealed that two native species of flowering plants—Antarctic Pearlwort and Antarctic Hair Grass—are growing at scary and unprecedented rates, based on historical comparisons between 2006 and 2019.

To coincide with COP28, the annual climate action conference attended by global government leaders, the non-profit Environmental Leadership Canada (ELC) and Zulu Alpha Kilo’s Toronto and New York offices teamed up to introduce “The Planet’s Scariest Bouquet,” bringing renewed attention to nature and what serves as a symbol of the wide-reaching impact of the climate crisis.

“As an organization committed to building a new generation of environmental leaders for the health of our planet, this campaign is about inspiration and action,” said Beata Rasitsan, Communications Director at ELC. “We want this campaign to inspire people to push for action from elected leaders. A physical bouquet of these flowers should never exist, and sending a digital bouquet shows your expectation for urgent and ambitious leadership at COP28 and beyond.”

The campaign includes a digital film entitled “The Planet’s Scariest Bouquet,” featuring an unsettling arrangement of the now thriving Antarctic flowers. The video goes on to explain that flowers are given to “express love,” “convey sympathy” and “gratitude,” but this bouquet is a “symbol of in-action” and only exists as a result of climate change. The film urges our leaders to act and invites people to send digital versions of the bouquet to their government representatives. There will also be a physical bouquet—a replica of the flowers now growing in Antarctica—on display at the climate conference for decision-makers in attendance to serve as a stark reminder.

Two major reports released by the UN this November reinforce the need for Canadian leadership both at home and on the world stage. According to the latest Emissions Gap report, the world is projected to see warming by as much as 2.9 C by the end of the century, largely because current and planned coal, oil and gas projects would emit 3.5 times more carbon than is possible to limit warming to 1.5 C. Canada, already the fourth biggest oil producer in the world, is projected to increase oil by 25% over 2022 levels by 2035, according to the Production Gap report.

“Clearly Canada needs to step up the scale and pace of climate action and do our fair share on the world stage,” said Rasitsan. “Elected leaders hear a lot from the oil and gas lobby. We need to counter that voice with those of the Canadians who expect ambitious leadership for our planet.”
Environmental Leadership Canada, a charitable organization focused on building a new generation of environmental leaders and boosting the capacity of Canadians to engage in their democracy, is on a mission to make politics work for the health of our planet.

Individuals are encouraged to share the campaign’s messages with their elected leaders by email or tag them on social media. Digital versions of the bouquet will be available at ScariestBouquet.com for anyone to personalize a message to world leaders.

“When the team found this insight about flowers thriving for the first time in Antarctica, we knew right away that was the story that needed to be told to the world at COP28,” said Zak Mroueh, founder and creative chairman of Zulu Alpha Kilo. Tim Gordon, CCO & Partner in New York, adds “It was frightening to think that due to changing temperatures these flowers are growing in a way they normally wouldn’t.”

The film was produced in-house by Zulubot, the independent shop’s production arm and is being supported with additional social and digital executions.
Visit EnvironmentalLeadership.ca to learn more.

1. https://www.wionews.com/science/sea-ice-around-antarctica-recedes-to-historically-low-levels-scientists-636821
2. https://www.cell.com/current-biology/fulltext/S0960-9822(22)00136-1 

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