2019 Winner
Whirlpool Canada
Sama's Lunchbox
Zulu Alpha Kilo
BronzeOnline video
When Whirlpool wanted to show how it helps families and multicultural communities thrive, the brand looked to tell the story of a Sama, the daughter of a Syrian refugee family.
Research showed that many Canadians were committing extraordinary acts of care to welcome Syrian refugees fleeing from conflict. So the brand worked with Zulu Alpha Kilo to create a documentary that tapped into all the positive things Canadians were doing to help refugees by showing Sama and her mother returning the favour by preparing traditional Syrian lunches for her classmates. Targeting young parents, the “Sama’s Lunchbox” made the connection between sharing home-cooked meals (which were made using Whirlpool appliances) and a broader sense of community. The film tracked more than 2.7 million views, and people who saw the video said they were 12% more likely to perceive Whirlpool as "providing the best care."
Credits
Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Executive Creative Director: Allen Oke
Art Director: Jamie Mageau / Guilherme Bermejo
Writer: Kaidy Wong / Nick Doerr
Agency Producer: Pam Portsmouth
Account Team: Kerry McKibbin / Maya Adler / Nadine Arsenault / Leo Maia / Lisa Pervochenkova
Strategic Planner: Heidi Philip
Brand Innovation Director: Sean Bell
Client (Company): Whirlpool Canada
Clients: Michelle Domet, Lorna Murataj
Production House: Zulubot
Director: Katie Dellamaggiore
Production House Producer: Marc Milliard/ Kevin Corvetti/ Jackie Pal
Director of Photography: Brett Van Dyke
Casting Director: The Casting Group/The Brunch Store
Media Agency: Cossette Media
Media Agency Planner: Tim Sarazzin
PR Agency: Hill + Knowlton Toronto
PR Agency Team: Sheila Wisniewski, Leslie Whitelaw, Athaina Tsifliklis, Jade Hunter
Video Post Facility / Editing Company: Zulubot
Editor: Rod Christie
Compositor / Online: Rod Christie
Colourist/Transfer: Jason Zukowski, Red Lab
Audio Post Facility/Music House: Berkeley Inc.
Audio Director: Jared Kuemper
Producer: Jared Kuemper
Engineer: Jared Kuemper