2019 Winner

Peace Collective


Zulu Alpha Kilo

SilverSocial/Conversational Strategy

Toronto apparel brand, The Peace Collective, sells clothing that captures current cultural sentiments. It also has a history of helping those less fortunate, as well as new Canadians by donating to struggling communities. For the Collective, Zulu Alpha Kilo was inspired to reimagine the infamous “Make American Great Again” (MAGA) hat, which had become a symbol of hate. The agency’s idea was to “Unravel Hate” by replacing the MAGA words with “Welcome to Canada.”

The team unstitched the words on a MAGA hat, letter by letter, unraveling its divisive symbolism. It then used the white thread to weave a new message of acceptance onto a Canadian toque, showing the whole process in a video that featured five new Canadians as they were given the welcoming headgear.

#UnravelHate was Peace Collective’s most successful campaign in its history. With zero paid media, the campaign was shared 2.34 million times on social, while the video got 2.5 million video views.

Chief Creative Officer: Zak Mroueh
Creative Directors: Ian Simpson, Catherine Allen
Art Director: Caroline Sierra-Bornais
Writer: Luke McNeill
Account Team: Rob Feightner, Nina Bhayana
Strategic Planner: Stephanie Gyles
Agency Producer: Tom Evans, Revital Grunberg
Client (Company): Peace Collective
Clients: Roman Hessary, Yanal Dhailieh
Production House: Zulubot
Director: Barbara Shearer
Production House Producer: Tom Evans
Director of Photography: James Arthurs
Casting Director: Barbara Shearer
Video Post Facility / Editing Company: Zulubot / Alter Ego
Editor: Max Lawlor
Colourist/Transfer: Patrick Samaniego
Colour Assistant: Evan Spicer
Producer: Alanna Homuth
Audio Post Facility/Music House: Zulubot
Audio Mixer: Dino Cuzzolino
PR Agency: Jumpstart Communications
PR Team: Tory Crowder

Need help? Contact Clare O'Brien at 1-416-408-2300 x307 or cobrien@brunico.com.