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Michael Romaniuk
Michael Romaniuk
Art Director at Zulu Alpha Kilo
Toronto, Canada
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TitleOrders of Sacrifice (98s)
BriefWe needed a way to connect Remembrance Day messaging with generations of Canadians who never knew war in their lifetimes. With the usage of food delivery apps at an all-time high during a Covid-19 lockdown, our solve was to re-create WWII-era military field rations and make them available via DoorDash, a popular delivery platform. Based on references from the Canadian Museum of War, items in the ration kits included hard-tack biscuits, canned corned beef, sardines, and tea.The kit was at the centre of a storytelling experience that made the experience of WWII soldiers more tangible to modern-day Canadians. A QR code inside the kit led to a guided unboxing video narrated by two of Canada’s oldest living veterans, who used the items as jumping-off points to share their memories. All proceeds from the kits benefited Canada’s veterans.
Agency
Campaign Orders of Sacrifice
Advertiser HomeEquity Bank
Brand HomeEquity Bank
PostedNovember 2022
Business Sector Institutional/Public Interest/Non-Profit Org.
Story On Remembrance Day, November 11th, Canada honours those who served. The Royal Canadian Legion is at the centre of these efforts, raising funds for veterans while making sure their sacrifices are never forgotten. HomeEquity Bank sponsors the Royal Canadian Legion’s online fundraising initiatives each year.
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