Grant Cleland, art director
George Ault, writer
Ron Smrczek, executive creative director
Zak Mroueh, chief creative officer
Paul Skinner, Married to Giants, editor
Pirate Toronto, music company
Chris Tait, sound designer
Ian Boddy, sound engineer
Tom Feiler, director
Joanne Uyeyama, producer
Bette Minott, agency producer
Circle Films, production company
Alter Ego, visual effects company
Zulu Alpha Kilo, ad agency
ParticipACTION, client
To dramatize how excessive screen time leaves Canadian kids with no time to play, Zulu turned the medium itself into the enemy with TV spots featuring literal expressions of the epidemic. The unconven-tional call-to-action—‘Don’t visit our website’—caused a stir, resulting in national news headlines and, unfortunately, a 344 percent increase in web traffic.
