Title | Letters Home |
Brief | During the world wars, Canadian soldiers overseas sent millions of letters home to Canada. We created replicas of actual letters, sourced from the Canadian Letters & Images Project at Vancouver Island University, the largest online archive in the country. These letters were re-sent to their original destinations – to be experienced by the homes’ current residents today. This gave Canadians a unique and insightful window into the past, bringing the human experience of war to life.Despite a limited media budget, the campaign generated over 23.4 million media impressions, including Toronto Sun, Bloomberg, MSN and more. CBC Radio even aired an extended five-minute segment featuring the letters. Most importantly, HomeEquity Bank helped raise over $189,029 in individual donations for veterans and their families. |
Agency |
Zulu Alpha Kilo
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Campaign |
Letters Home
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Advertiser |
HOMEQ Corporation
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Brand |
HomeEquity Bank
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Date of First Broadcast/Publication |
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Business Sector | Subscribers Only |
Story | Subscribers Only |
Media Type |
Outdoor/Out of Home
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