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.