Title | Mall Walkers |
Agency | Zulu Alpha Kilo |
Campaign | Mall Walkers |
Advertiser | ParticipACTION |
Brand | ParticipACTION |
Date of First Broadcast/Publication | 2024 / 1 |
Business Sector | Institutional/Public Interest/Non-Profit Org. |
Story | Growing up, we’re always warned about the dangers of peer pressure and falling in with a bad crowd. In a satirical twist on PSA tropes, ParticipACTION’s latest campaign is demonstrating that some groups are worth falling into. Using the tagline “Fall in with an active crowd.,” the campaign shows the health and social benefits of joining different exercise, sport and activity-based groups by parodying familiar peer pressure tropes. The launch TV spot features a distraught woman talking about how her husband hasn’t been the same ever since joining the Mall Walkers, lamenting how he started dressing like them and worrying he might even be “doing stairs.” The video ends with the woman warning, “once you become a Mall Walker, there’s no way out.” Recent research conducted by ParticipACTION revealed a prevalent misperception: most people underestimate how many of those around them - their friends, family members and neighbours - are getting enough physical activity. This new campaign aims to correct this misperception by showcasing the physical activity that is happening all around us and positioning movement as the “in thing” that people want to be a part of. |
Media Type | Television |
Length | |
Agency | Zulu Alpha Kilo NY |
Post Production | Rooster Post Production |
Creative Chairman | Zak Mroueh |
Chief Creative Officer | Jenny Glover |
Chief Creative Officer | Brian Murray |
Creative Director | Jonah Flynn |
Copywriter | Jonah Flynn |
Creative Director | Michael Siegers |
Art Director | Michael Siegers |
Account Manager | Robyn Morrissey |
Account Manager | Jaya Rizzi |
Account Manager | Sabrina Zavarise |
Chief Strategy Officer | Heather Segal |
Strategy Team | Cameron Fleming |
Producer | Francesca Marchese |
Producer | Lena Hamady |
Media Agency | M. Hyde |
Media Agency | M&K Media |
Media Team | Julie McIlroy |
Media Team | Jennifer Young |
Production Company | Partners Film |
Executive Producer | Aerin Barnes |
Line Producer | Jeff Schwartz |
Director | Michael Downing |
Editor | Paul Proulx |
Editorial Producer | Sam Mclaren |
Special Effects / VFX | CPI Colour |
Special Effects / VFX | Mike Bishop Fort York VFX |
Finishing | CPI Colour |
Finishing | Mike Bishop Fort York VFX |
Lead Flame Artist | Marco Polsinelli |
Post Production | Valerie Moss |
Director | Adam Damelin |
Music Composer | Adam Damelin |
Executive Producer | Nicola Treadgold |
Mac Artists | Cecilia Bernasch |
Agency | The French Shop |
Agency Manager | Mélanie Duguay |
Agency Manager | Jennifer Lankry |
Agency Manager | Catherine Renaud |
Assistant Editor | Audrey Crunkleton |
Colorist | Jason Zukowski |
Color Assist | Jose Salinas |
Flame Assistant | Parker Nugent |
Flame Assistant | Serina Choi |
Sound Design Company | Eggplant Music + Sound |
Producer | Andrew Sekine |