Here’s What’s Exciting Zulu Alpha Kilo About Canadian Creativity Right Now

The Immortal Awards is proud to be partnering with Zulu Alpha Kilo for this year’s Canada jury day, which will see a host of the market’s finest minds from the brand, agency and craft spheres championing the best of Canadian advertising. 

In the run up to November’s session, Brian Murray, the agency’s chief creative officer, takes us on a whistle stop tour of the Canadian advertising scene, pointing out the creatives, companies and projects that are making 2024 an exciting time for the market.

The entry system for The Immortal Awards’ 2024 competition is now open. As always, entry is free for Little Black Book members and more information on how you can enter - and start your path to creative immortality - can be found at the bottom of the article.

LBB>  What's exciting you most about Canadian creativity this year?

Brian > This year, Canadian independent agencies have taken things to a new level internationally. Canada is a smaller market with smaller budgets and some lesser-known brands. But these challenges created a creative culture in which the idea is king. And now our idea-centric approach is being celebrated globally and independents, in particular, are really having a moment. 

LBB>  Which Canadian creatives and companies should we be keeping an eye on this year?

Brian> Several Canadian independent shops have been getting a lot of global recognition in the past year. Here’s a list of some Canadian independent agencies to keep an eye on:

 

Courage

Courage just celebrated its second anniversary and is off to an inspiring start. Courage is its name, its ethos, and it’s what the agency looks for in its employees and clients. Here is a courageous campaign for KitKat that leveraged the power of AI from a fresh angle. 

 

Angry Butterfly 

Angry Butterfly is another on-the-rise Canadian independent agency to watch. Angry Butterfly was founded by three former leaders from some of the biggest, most celebrated network agencies in the country. Last year, it won numerous awards for its 'Bill It to Bezos' campaign. And this year, the team followed it up with this internationally awarded media hack, 'Next to Stok’d'.

 

Broken Heart Love Affair 

Broken Heart Love Affair prides itself on “hoarding” industry talent. And it shows. Its roster of creative heavyweights consistently delivers powerful, impactful campaigns for clients, including this one for Kruger Products called 'Love is Messy'. 

Rethink

Rethink has been firing on all creative cylinders for the past couple of years, raising the creativity bar not just for Canada, but for the world. In particular, Rethink has proven remarkably adept at reacting quickly to cultural events and then fanning the flames when spark is seen, like in this brilliant Coors Light campaign.

 

Zulu Alpha Kilo NY

I’m also a big fan of the work coming out of our Zulu Alpha Kilo NYC office. Last year, Z.A.K. NY partnered with the non-profit Street Lab, which aims to improve the urban environment and strengthen neighborhoods. The result: 'Splash Spots', designed for maximum whimsy and water conservation, releasing approximately 50% less water than the standard hydrant spray cap.

LBB> Why do you believe creativity is so important for the Canadian market right now?

Brian> In many ways, advertising has become a commodity, and most brands are adrift in a marketing sea of sameness. This is a tremendous business opportunity for clients and agencies alike. Being boring is expensive – and in Canada, clients don’t have big budgets to waste. When a brand is truly distinct, real people recognise, remember and choose it over the competition. Some people think it’s risky to push the boundaries of creativity. But there’s no greater risk than putting work into the world that’s more of the same.

LBB> Why are you supporting the Immortal Awards in Canada this year?

Brian> At Zulu Alpha Kilo, we believe it’s important to celebrate the best of the best work in our industry – work that shows the way forward and makes us all try to be better. The Immortal Awards do that. We won’t be handing out any participation trophies.