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Acerca de Zulu Alpha Kilo

Trade publications have written that Zulu Alpha Kilo (Z.A.K. for short) stands out as a ‘maverick global indie agency’ within the fiercely competitive advertising industry dominated by global holding companies. Launched in 2008, we’re proud that our shop has built a reputation over the years as an industry outlier and one of the most respected independent agencies in the world.
In 2016, Ad Age named us Small Agency of the Year and in 2017, 2021 and 2022, International Small Agency of the Year. We were featured as one of Forbes Top 100 Innovators of 2018, The Drum’s Agency of the Year 2021, and Campaign US 2021 Independent Agency of the Year. For three years running, Fast Company has recognized our work in their World Changing Ideas issue. In 2022, we were listed among the top ten independent agencies in the world in Cannes, One Show and D&AD, based on a body of effective, breakthrough work.
We were founded on the belief that the world needs more creativity. It’s what drives all our decision-making. There is just so much ineffective, badly crafted work in the world that never gets noticed, has zero impact and is a waste of client budgets. We are here to change all that.
When you truly embrace creativity as a competitive advantage, you will see it transform your world and your business. We’ve witnessed this over and over with our own clients.
And, as a purpose-driven company, we also use our creativity to do good in the world by supporting causes we truly believe in.
With 180 staff in New York, Toronto, and Vancouver, Z.A.K. is a magnet for top global talent. Want to change your world as a marketer? Let’s fight sameness together. 

Latest News

Responsible Gambling Council adds random to the roster

 

In just two years since the legalization of online gambling in Ontario, 24/7 access to betting platforms has deeply embedded sports betting and online gambling into everyday behavior.

This constant availability comes with a significant risk and gambling harms can often go unnoticed—particularly among young adults. The Responsible Gambling Council is faced with the task of reaching an audience that doesn’t identify as “gamblers,” dismisses safety messages, and believes gambling is a skill that can be mastered with knowledge and practice.

Introducing The Randoms, the personification of unpredictability in gambling. These characters bring chaos wherever they go—whether it’s a star player tripping inexplicably, an athlete slowed by an injury, or a slot machine stopping just shy of a win. They serve as a stark reminder that randomness is always in play.

“Gambling thrives on the illusion of control. We want Canadians, particularly young adults, to recognize how easy it can be to overlook the potential harms of gambling,” says Elaine McDougall, Director of Marketing and Communications. “This campaign is about providing information and resources to help them understand the risks should they choose to gamble.”

The campaign features two broadcast commercials—one focusing on sports betting and the other on online gaming—accompanied by a radio spot and social media ads, all driving to gamblingisrandom.ca. The website offers resources to help Canadians recognize the signs of problem gambling, understand the potential harms, and access guides for lower risk play.

Created in partnership with Zulu Alpha Kilo, the campaign challenges young adults, aged 18-35, to rethink their assumptions about gambling. Jenny Glover, Chief Creative Officer at Zulu Alpha Kilo, explains: “This demographic is tough to reach. Gambling brands heavily promote the fun and excitement of betting, making it easy for our message to be dismissed as a buzzkill. With randomness, we found a playful yet impactful way to encourage them to recognize the inherent risks in gambling and reconsider their behaviors.”

The campaign is supported by donated TV and radio media from Think TV and Canadian broadcasters. Over the coming months, the Responsible Gambling Council plans to expand its reach with targeted paid media and organic social campaigns.

For more information, visit responsiblegambling.org. 

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