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Canadian kids are spending an alarming average of 7.5 hours a day in front of screens – replacing time spent running, playing and being active outdoors. As a result, only 5% of Canadian kids are getting the 60 minutes of daily exercise they need. To dramatize this, we turned the screen itself into a physical entity that literally takes away children’s space to play.


Advertiser: ParticipACTION

Clients: Rachel Shantz, Rebecca Jones, Katherine Janson

Creative Agency

Creative Agency: Zulu Alpha Kilo

Chief Creative Officer: Zak Mroueh

Executive Creative Director: Ron Smrczek

Art Director: Grant Cleland

Writer: George Ault

Agency Producer: Bette Minott

Account Team: Jessica DeSantis, Kristina Hayes

Strategic Planner: Shari Walczak, Emma Brooks

Media Agency

Media Agency: Cossette Media

Media Agency Planner: Jenny Martin

Production Company

Production Company: Circle Films

Director: Tom Feiler

Production House Producer: Amanda Field

Production House Executive Producer: Karen Tameanko


Editing Company: Married To Giants

Editor: Paul Skinner

Executive Producer: Denise Shearer, Ben Valiquette


Audio Post Facility/Music House: Pirate Toronto

Audio Director: Chris Tait

Producer: Joanne Uyeyama

Engineer: Ian Boddy